Posts written by Nicolas Pohier

The 10th official ranking of the top 100 most powerful brands has just been published.

This ranking was created in 1998 by Millward Brown, a market analysis and consulting company. It values and ranks the top 100 brands as well as the top brands in 16 categories, and calculates the degree to which brand equity plays a role in generating earnings (Brand Contribution); also, how much the brand is expected to grow in the short term (Brand Momentum).

In order to determine brand contribution, the Brandz study was conducted, involving more than 1 million consumers in 31 countries. Consumers were asked to compare over 50,000 brands in 16 categories (such as automotive, coffee, fast food, mineral water, household appliances and so on) and to name which characteristics are most important to them when choosing these products. (more…)