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Each year, research group Kantar BrandZ ranks companies based on their “brand value,” which is measured by:
- A brand’s total financial value, which is the financial contribution that brand brings to its parent company ($ value).
- Multiplied by its proportional value, measured by the brands proportional impact on its parent company’s sales (% value).
The financial results are then combined with quantitative survey data, sourced from over 170,000 global consumers. The end result is a holistic look at a company’s brand equity, reputation, and ability to generate value.
In the midst of unprecedented disruption the Kantar BrandZ Most Valuable Global Brands have grown by an incredible 42%.
Increasing in value by $2.1 trillion with a growth rate that is 4.5 times the average growth rate for the Global Top 100
over the past 15 years.
Details at Kantar BrandZ