Principles of Marketing
2007
BRANDZ
™
Top 1 Most Powerful Brands
00
Contents
About the BRANDZ™ Top 100 Ranking
3
How We Calculate Brand Value
4
Key Insights
5
Sector Highlights
6
BRANDZ™ Top 100 Brand Ranking Charts
10
Frequently Asked Questions
24
About Millward Brown Optimor
28
2
About the BRANDZ Top 100 Ranking
As economies become global and information more critical, intangible assets have replaced tangibles as a major source of shareholder value. Of these intangibles, brands are often the most valuable assets, accounting for approximately one third of the value of today's Fortune 500 companies.
The ability of brands to create such enormous value captivated the financial community. It's the reason why we developed a ranking of the world's most financially powerful brands.
The BRANDZ™ ranking is the first to combine publicly available financial data with primary research data. The ranking was developed by Millward Brown Optimor, the brand finance and ROI unit of leading market research and consultancy Millward Brown.
Driven by primary research insights, the BRANDZ ranking provides actionable information for marketing, finance and business professionals that can drive decision making into managing and growing a company’s brand assets.
The primary research comes from WPP's BRANDZ, the world's largest brand equity database for which Millward
Brown has interviewed over 1 million consumers about almost 40,000 brands worldwide.
The BRANDZ ranking provides sector and geographic coverage of market facing brands, including brands in
Apparel, Beer, Cars, Fast Food, Financial Services, Luxury Goods, Mobile Communications, Motor Fuel, Personal
Care, Retail, Soft Drinks, and Technology. It covers brands in developed markets currently driving world GDP, and emerging markets whose share of world GDP is expected to grow in the future.
The ranking is based on the brand’s ‘dollar value’, calculated by using an economic use approach; the brand value shown in our ranking is based on
BRANDZ
™
Top 1 Most Powerful Brands
00
Contents
About the BRANDZ™ Top 100 Ranking
3
How We Calculate Brand Value
4
Key Insights
5
Sector Highlights
6
BRANDZ™ Top 100 Brand Ranking Charts
10
Frequently Asked Questions
24
About Millward Brown Optimor
28
2
About the BRANDZ Top 100 Ranking
As economies become global and information more critical, intangible assets have replaced tangibles as a major source of shareholder value. Of these intangibles, brands are often the most valuable assets, accounting for approximately one third of the value of today's Fortune 500 companies.
The ability of brands to create such enormous value captivated the financial community. It's the reason why we developed a ranking of the world's most financially powerful brands.
The BRANDZ™ ranking is the first to combine publicly available financial data with primary research data. The ranking was developed by Millward Brown Optimor, the brand finance and ROI unit of leading market research and consultancy Millward Brown.
Driven by primary research insights, the BRANDZ ranking provides actionable information for marketing, finance and business professionals that can drive decision making into managing and growing a company’s brand assets.
The primary research comes from WPP's BRANDZ, the world's largest brand equity database for which Millward
Brown has interviewed over 1 million consumers about almost 40,000 brands worldwide.
The BRANDZ ranking provides sector and geographic coverage of market facing brands, including brands in
Apparel, Beer, Cars, Fast Food, Financial Services, Luxury Goods, Mobile Communications, Motor Fuel, Personal
Care, Retail, Soft Drinks, and Technology. It covers brands in developed markets currently driving world GDP, and emerging markets whose share of world GDP is expected to grow in the future.
The ranking is based on the brand’s ‘dollar value’, calculated by using an economic use approach; the brand value shown in our ranking is based on