Ten lessons from a decade of BrandZ

This event report breaks down ten key lessons drawn from a decade of Millward Brown's BrandZ reports, which identify the world's 100 most valuable brands each year.

Ten lessons from a decade of BrandZ

Stephen WhitesideWarc

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...

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