The BrandZ Top 100 2008: what does it tell us?
Carlos Grande WARC Online
Media owners love Top 100 lists because they generate "news", with the headline story of which names have moved up, down or sideways almost writing itself. In that respect, the BrandZ 2008 study has the strengths and occasional weaknesses of most attempts to create a snapshot of valuations in a fast-moving global economy. (Would anyone like to bet on this year's reported 16 per cent average brand value growth among financial institution being repeated in 2009, now the...