Ten lessons from a decade of BrandZ
In each of the last ten years, Millward Brown – the research agency owned by WPP Group – has identified the 100 most valuable brands around the world in its annual "BrandZ" report.
According to Doreen Wang, global head/BrandZ, the insights it has gathered over the course of a decade have given rise to the "largest brand equity database worldwide". More specifically, this resource now spans:
- 100,000+ brands
- 400 categories
- 50 markets
- 4.5 billion data points
- Three million consumers
A high-level analysis of these statistics revealed that, despite the...