BrandZ Top 100 2008 - WPP

BRANDZ Top 100 Brand Ranking | 2008
About the BRANDZ Top 100 Most Powerful Brands Ranking
Driven by primary research insights, the BrandZ Ranking provides actionable information to help marketing, finance,
and business professionals manage and grow their brands. The primary research comes from WPP’s BrandZ, the world’s
largest brand equity database for which Millward Brown has interviewed over 1 million consumers about 50,000 brands
worldwide.
The BrandZ Ranking provides sector and geographic coverage of market-facing brands, including brands in Apparel,
Beer, Cars, Fast Food, Financial Services, Luxury Goods, Mobile Communications, Motor Fuel, Personal Care, Retail,
Soft Drinks, and Technology. It covers brands in developed markets currently driving world GDP, and emerging markets
whose share of world GDP is expected to grow in the future.
Millward Brown Optimor has refined the BrandZ Ranking over the past three years. The 2008 edition of the ranking
includes brands in 31 countries representing 85% of the world’s GDP. We conducted additional research to value
deodorant and spirits brands, and improved our methodology for valuing soft drinks brands to take into account the
relationship with bottlers.
The BrandZ Ranking is calculated on a calendar year basis, so the data used for the ranking covers the period
1 January to 31 December 2007.
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