On the eve of More Than Branding's first birthday, comes this post dedicated to the latest ranking published on the world of brands. Agency Millward Brown Optimor has developed the BrandZ Top 100 Most Valuable Global Brands, considered as the most comprehensive annual ranking of brand value, focusing on consumer-facing brands, rather than corporate brands.*
The BrandZ index is structured around the following 13 categories: Apparel, Beer, Cars, Fast Food, Financial Institutions, Insurance, Luxury, Oil & Gas, Personal Care, Retail, Soft Drinks, Technology and Telecom Providers.
They calculate brand value based on three pillars through the following equation:
It's no coincidence that the most valued brands in the world all master the art of experience, creating a sense of desire, fulfillment and excitement around its products and services. They foster a good relationship with consumers and enact a well established brand identity that is consistent in all areas of the company. It's no wonder people are willing to pay whatever the sum for that added value. They live up to their promise.
In the end, brand value is not only to be measured in numbers, rather on a well-rounded architecture that should embody what we stand for. But most importantly, brand value is a reflection of our impact and effect on the human spirit. By adding significance to what we do, we spark preference. Guaranteed.
For the full report, click here.
*From the BrandZ 2011 ranking