BrandZ

BrandZ is a brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands. [http://www.theage.com.au/news/business/global-brand-values-in-the-hot-seat/2006/05/22/1148150186776.html?page=fullpage#contentSwap1 Global brand values in the hot seat] , Mark Ritson, "The Age", May 23, 2006. Accessed on line November 30, 2007.] [http://www.brandz.com/ BrandZ - brand equity] . Accessed on line November 30, 2007.] The database is used to estimate brand valuations, and, since 2006, has been used to generate a yearly list of top brands, headed in 2007 by Google, General Electric, Microsoft, Coca-Cola, and China Mobile. [ [http://www.millwardbrown.com/Sites/optimor/Media/Pdfs/en/BrandZ/BrandZ-2007-RankingReport.pdf 2007 BrandZ Top 100 Most Powerful Brands] , Millward Brown. Accessed on line November 30, 2007.] [ [http://moreresults.factiva.com/results/index/index.aspx?ref=MKTW000020060421e24k0001t VIEWPOINT: Step nearer to brand valuation 'perfection'] , "Marketing Week", April 20, 2006. Accessed on line November 30, 2007.]

BrandZ was developed by Millward Brown, starting in 1998. It collects data annually from consumers, with each person asked to evaluate brands in a competitive context from a category they shop in. This yields opinions from people who know the category and therefore can judge a brand based on the attributes that are important to them. Sectors covered include: consumer packaged goods (FMCG), retail/e-commerce, long purchase cycle brands, service, and corporate. Using this data, BrandZ attempts to compute numbers which quantify the degree of consumer loyalty to each brand, and the brands' growth potentials.

See also

* Interbrand
* Superbrands
* CoolBrands (branding initiative)

References

External links

* [http://www.brandz.com BrandZ website] - Detailed information about BrandZ and a selection of freely downloadable papers which have been written using the database.