BrandZ

BrandZ is Millward Brown's brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands.^[1][2] The database is used to estimate brand valuations, and each year since 2006, has been used to generate a list of the top 100 global brands.^[1][3]

The credibility of the Interbrand and BrandZ league tables have been cast into doubt by an article written in Marketing Week by Mark Ritson.^[4] The lack of clear definitions and valuation dates in the both companies methodology raise questions about the subjectivity involved in brand valuations. Being part of multinational advertising groups, Interbrand and Millward Brown also suffer from the risk of objectivity. Transparency and objectivity are two of the requirements of the ISO 10668 standard of monetary brand valuations.

2011 List

Apple Inc. became the world's most valuable brand, increasing their brand value by 84% in a year and reaching a total of $153 billion.^[5][6] Apple ended Google's four-year term at the top of the list.^[7] The top of the list has a large number of technology companies - six of the top ten companies in the list were technology companies.^[5]

In the 2011 twelve of the companies are from China, including China Mobile at number nine, in 2010 there were seven Chinese companies in the list.^[7] Nineteen of the brands are from the BRICS emerging economies making up nearly a fifth of the companies in the list.^[8] The most valuable luxury brand was Louis Vuitton who featured 26th in the overall list.^[6] Amazon also overtook Walmart to become the most valuable retailer brand.^[9]

• F/D/T stands for Food or Drink or Tobacco

2010 List

Google was the most valuable brand, worth $114 billion, followed by IBM and Apple Inc.^[10] In the 2010 the Indian bank ICICI was the first Indian company to feature in the list.^[10] In the 2010 list Financial institutions increased in value the most.^[11] The Korean technology company Samsung increased its value by 80% - which was more than any other company in the list.^[12]

• F/D/T stands for Food or Drink or Tobacco

2009 List

The 2009 list was headed by Google followed by Microsoft, Coca-Cola, IBM and McDonald's.^[13]

• F/D/T stands for Food or Drink or Tobacco

2008 List

• F/D/T stands for Food or Drink or Tobacco

2007 List

• F/D/T stands for Food or Drink or Tobacco

2006 List

• F/D/T stands for Food or Drink or Tobacco

See also

• Interbrand
• Superbrands
• CoolBrands
• Brand Finance
• RankingTheBrands

References

External links

• BrandZ website - Detailed information about BrandZ and a selection of freely downloadable papers which have been written using the database.
• An excel database containing the tables shown above.