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Highlights

GLOBAL 2016: Valuable brands deliver superior shareholder returns

BrandZ™ Portfolio outperforms the S&P 500 Index and the MSCI  The value of the Bra.. Read more

GLOBAL 2016: Welcome

By David Roth

Brand value rises steadily, 133% over past 11 yearsReaches $3.4 trillion despite disruptive forces&n.. Read more

GLOBAL 2016: Brand value rises 3 percent in year marked by disruption

Results reveal prescriptions for future brand value growth In a year marked by disruption, the.. Read more

Thought Leadership & Analysis

GLOBAL 2016: Banks | Brand Building Action Points

1. Cultivate brand identity. Consumers have a lot of banking choices. Create and develop a point of.. Read more

GLOBAL 2016: Sweeter pallet, health concerns drive new variants

We recently undertook a number of global segmentations and found that generally speaking, millennial.. Read more

GLOBAL 2016: Greatest threat to meeting mobility challenge is inertia

I recently went to the Geneva Motor Show. It was similar to the Geneva Motor Show of 10 or 15 years .. Read more

GLOBAL 2016: Brand stories need to touch young people interested in mobility

The rise of car sharing, especially amongst younger people, highlights the importance of affordable .. Read more

GLOBAL 2016: Mobility solutions will expand reach of the car brands

Mobility solutions, ultimately, are about growing the reach of automotive companies. But it takes ti.. Read more

GLOBAL 2016: Success in evolving car market requires a cultural change

Many of the car companies are going through an internal cultural change as they face the need to nav.. Read more

GLOBAL 2016: Mobile ordering complicates food preparation timing

Because of the shift in consumer mindset, they now expect the ability to preorder. But preordering p.. Read more

GLOBAL 2016: Chains respond to wider consumer social concerns

The fast food brands are responding to consumer social concerns other than health. Increasingly, the.. Read more

GLOBAL 2016: B2B brands moving into new opportunities, like human resources

Business-to-business insurers are using data and analytics to drive better understanding of new and .. Read more

GLOBAL 2016: Brands must develop or buy innovation

The insurance providers are harnessing new technology and analyzing big data to create more relevant.. Read more

GLOBAL 2016: Achieving freshness with consistent safety is a sourcing challenge

As the Chipotle news story continues to unfold, it potentially becomes larger than the story of one .. Read more

GLOBAL 2016: Small disruptor brands offer price or even premium differentiation

More small players are entering the market and intruding on the larger brands. In the insurance spac.. Read more

GLOBAL 2016: Feeling more entitled to indulge, consumers also seek substance

There is a sense of entitlement among luxury customers, a feeling that it is OK to reward yourself w.. Read more

GLOBAL 2016: Brands stretch meaning of luxury with playful designs

Although people feel uncertainty, there’s increased confidence in celebrating luxury. A demons.. Read more

GLOBAL 2016: A curated look signals luxury fashion savvy

Younger people, especially, validate their style savvy by wearing the same fast fashion as everyone .. Read more

GLOBAL 2016: For millennials, luxury is all about experience

Luxury means vastly different things for millennials, compared to prior generations. It’s all .. Read more

GLOBAL 2016: Brand importance should rise in shift to wider energy role

The majors recognize that the international climate change agreements that we now have in place have.. Read more

GLOBAL 2016: Rebranding helps attract talent

Because the word oil has been demonized by some, we’re seeing majors rebrand as energy, techno.. Read more

GLOBAL 2016: Majors rely on brand differentiation at the pump

Turning crude oil into refined lubricants and gasoline blends is a highly-competitive mixture of pet.. Read more

GLOBAL 2016: Majors positioned well for inevitable oil price rebound

While fundamentals play a primary role in oil pricing, there also is an emotional component. Even w.. Read more

GLOBAL 2016: Global oil demand should stay soft through 2016

It is said the best cure for low oil prices is low oil prices. But despite low oil prices, the .. Read more

GLOBAL 2016: Depict women as culture does, as multifaceted

Just as the cultural conversation around femininity has broadened beyond obvious traits and tropes, .. Read more

GLOBAL 2016: Brand honesty and performance still the best policy

Purposed-based marketing creates a good speak in the marketing community, but evidence indicates tha.. Read more

GLOBAL 2016: Broad category necessitates more varied strategies

Personal care is a wide category that spans from mundane to high fashion. Depending on which part of.. Read more

GLOBAL 2016: Global brands must become more local to remain relevant

Outside of the US, we’re seeing the emergence of strong local competitors who are not affected.. Read more

GLOBAL 2016: Daily engagement is the key to brand loyalty

For years, brands have relied on default loyalty. They rely on habit to keep their goods in the.. Read more

GLOBAL 2016: Brands often change more slowly than their customers

The world and families are changing in composition, roles, and gender identity. That means.. Read more

GLOBAL 2016: Social mission is good, but not a differentiator

Personal Care brands adopting social missions to add legitimacy and differentiation to their point o.. Read more

GLOBAL 2016: Personal care needs to become more personalized

The personal care category is less personal than it ought to be. The category is personalized from t.. Read more

GLOBAL 2016: Stores today need to update at app speed

The idea of the physical store design serving as a lasting monument is disappearing. The physical st.. Read more

GLOBAL 2016: Customers expect high service levels in physical stores

  One of the key questions for retailers is: What is twenty-first century service? Even for ret.. Read more

GLOBAL 2016: Activation now happens anytime and anywhere

Brand experience and purchase are coming closer together. That’s what Amazon Dash does. I coul.. Read more

GLOBAL 2016: Edit product range and use new space as retail theater

  Retailers need to stop thinking of a retail environment as a place to maximize SKU count. By .. Read more

GLOBAL 2016: Brands should voice leadership in sustainability

While brand leaders are often making significant investments in sustainability, they sometimes strug.. Read more

GLOBAL 2016: Health concerns shift from calories to ingredients

Health remains a prime consumer concern, but the nature of the concern is changing. In the past, the.. Read more

GLOBAL 2016: Tech leaders need to be perceived as experience brands

It’s ironic that when we work in other categories, businesses are scrambling to be perceived a.. Read more

GLOBAL 2016: Take a B2C approach in marketing to B2B decision makers

Over 50 percent of technology decision makers are under age 40, which completely changes how you mar.. Read more

GLOBAL 2016: IT Brands with strong security solutions will win in the B2B space

In the business-to-business part of the technology category, security remains the primary concern. I.. Read more

GLOBAL 2016: Enterprise customers reach for the cloud, feet firmly planted

The whole proposition of cloud is to reduce complexity and cost, and increase performance and speed... Read more

GLOBAL 2016: The qualities that made brands great now challenge them

The very thing that made the big technology companies successful is now their biggest vulnerability... Read more

GLOBAL 2016: Brands pushing across the border of B2C and B2B

I would contend that the division of the technology category into business-to-consumer and business-.. Read more

GLOBAL 2016: Data security tops consumer privacy concerns

There seems to be three levels of consumer privacy concerns. The first is annoyance over being hit w.. Read more

GLOBAL 2016: Consumers more reluctant to trade data for benefits

The business of many of the consumer technology companies is about making money from consumer data. .. Read more

GLOBAL 2016: Managing privacy concerns critical to brand health

Privacy is a significant challenge for technology brands that potentially threatens business health .. Read more

GLOBAL 2016: With more competition and offer confusion, brand trust is critical

Few telecoms operators know what business they’re going to be in in five years’ time, so.. Read more

GLOBAL 2016: Sustained success requires broader brand perspective

Established Telco brands were founded on engineering expertise. These brands still seek differentiat.. Read more

GLOBAL 2016: Brands attempt to bundle seamless offers

Telecom providers are trying to achieve a seamless one-stop shop which includes everything, both tel.. Read more

GLOBAL 2016: Telecoms need to communicate more emotionally

The telecom providers continue to struggle to develop emotional connections with consumers, particul.. Read more

GLOBAL 2016: Clearer brand communication strengthens loyalty

The introduction of 5G will challenge the telecom brands to explain the benefits to consumers who wi.. Read more

GLOBAL 2016: Tech competitors provide more personal customer relationships

Consumers want to blend the connectivity in the home, car and other aspects of life. That creates hu.. Read more

GLOBAL 2016: Tech competitors provide more personal customer relationships

Consumers want to blend the connectivity in the home, car and other aspects of life. That creates hu.. Read more

GLOBAL 2016: Some emerging brands first build awareness outside of China

Some of the emerging Chinese brands enjoy greater market share abroad than they do in China. For exa.. Read more

GLOBAL 2016: Brands strong in key metrics outperform Top 100 growth

Over the past 11 years, the BrandZ™ Top 100 Most Valuable Global Brands increased 133 percent .. Read more

GLOBAL 2016: BrandZ™ Brand Valuation Methodology

INTRODUCTION  The brands that appear in this report are the most valuable in the world. They we.. Read more

GLOBAL 2016: Profit is only one of many concerns for milllennials

Allan Hyde Senior Account Director Millward Brown Allan.Hyde@millwardbrown.com In our series of stu.. Read more

GLOBAL 2016: Millennials move into B2B brand leadership roles

Fraser Hynes Research Director Millward Brown Corporate Fraser.Hynes@millwardbrown.com   A larg.. Read more

GLOBAL 2016: Talent is the prerequisite for building B2B brands

Vital to transition from successful businesses to valuable brands   by Christina Jenkins Direct.. Read more

GLOBAL 2016: Recruitment of talented individuals critical for future B2B brand success

Requires insight about millennials’ social values and work priorities   Recruiting and re.. Read more

GLOBAL 2016: Business-to-Business: Action Points

Prescriptive advice for hiring millennials 1. Be present online. Millennials spend a lot of time res.. Read more

GLOBAL 2016: Global forces slow value rise of most categories

But strong brands exhibit greater resistance It was a challenging year for the category performance.. Read more

GLOBAL 2016: Global essence must contain local relevance

Nihar Das Global P&G Business Leader MediaCom Nihar.Das@mediacom.com As global brands serve peop.. Read more

GLOBAL 2016: “Showrunner” mentality protects brand consistency

Will Goodhand Innovation Director TNS Will.Goodhand@tnsglobal.com New brands usually have a clear p.. Read more

GLOBAL 2016: Future marketing requires different talents and skills

Helen Rowe Head of Brand and Communications Research TNS UK Helen.Rowe@tnsglobal.com   The str.. Read more

GLOBAL 2016: Purpose works when it drives consistent action

Emily Smith Brand Director Added Value E.Smith@added-value.com   Many brands today develop a p.. Read more

GLOBAL 2016: Purpose must be real, relevant and honest

Stuart Butler Chief Planning Officer Maxus Stuart.Butler@maxusglobal.com   Purpose is important.. Read more

GLOBAL 2016: Economic crisis in Russia impacts spending across categories

Brands and consumers resort to coping strategies  Russian consumers are familiar with economic.. Read more

GLOBAL 2016: Slower growth, changing needs, new technology will reshape branding

WPP brand experts gathered in New York during March for a session about the future of brands convene.. Read more

GLOBAL 2016: Brands need to revise the fundamentals of marketing

And revive the passion and purpose that originally made them great If the future of brands is .. Read more

GLOBAL 2016: Results improve for venerable brands reinventing for the cloud

But an influx of challengers slows progress Not long ago size mattered more. Because choosing the r.. Read more

GLOBAL 2016: Consumers fine with sharing data used intelligently

Consumers of all ages are pushing out information every day. Passively via their newsfeed interactio.. Read more

GLOBAL 2016: Young people use social platforms in different ways

The marketing world is obsessed with using traditional models of marketing cohorts to define the beh.. Read more

GLOBAL 2016: Consumer attitudes about banks vary by level of wealth

As banks attempt to rebuild reputation following the financial crisis, it’s not useful to view.. Read more

GLOBAL 2016: Millennial service needs to be more than transactional

Building relationships and loyalty among millennials presents some special challenges. It sounds cou.. Read more

GLOBAL 2016: Lack of services limits the growth of direct brands

Direct banks such as Ally, Capital One 360, USAA, and Discover, have done a good job of growing thei.. Read more

GLOBAL 2016: Focus on young and less affluent is key to growth

A large number of banks have the desire to grow their investments business in the USA. In order to a.. Read more

GLOBAL 2016: New payment apps with social media drive engagement

Through Africa, we’re seeing an effort to engage customers with a massive amount of innovation.. Read more

GLOBAL 2016: More brands will optimize marketing budgets with digital

Digital will be fundamental this year. Especially brands that don’t have a large marketing bud.. Read more

GLOBAL 2016: Craft beer is not a revolution, it is back to the future

When people talk about a revolution in beer with the shift from a few premium light beers to a proli.. Read more

GLOBAL 2016: Success requires greater consistency in brand messaging

A lot of brands are still trying to find their way, particularly in premium where the messaging has .. Read more

GLOBAL 2016: Multinationals adopt China-first strategies, local brands go global

Brands in the energy and technology sectors are increasing their presence in a truly “glocaliz.. Read more

GLOBAL 2016: Improved local brands level the playing field

There had been a big gap in many categories between foreign brands and local brands, but the gap has.. Read more

GLOBAL 2016: Despite tax change, spending on luxury happens overseas

The relaxation of the import tax on luxury is intended to drive more domestic consumption. It also h.. Read more

GLOBAL 2016: Brands increase purpose-led communication

We will see more Indian brands with purpose-led communication. This means that brands will have to s.. Read more

GLOBAL 2016: Brands illustrate social relevance with online videos

Many brands are producing short films, perhaps three-to-ten minutes long, to distribute on social me.. Read more

GLOBAL 2016: Consumer demand relies on more job opportunities

Many of the plans that consumers heard from the new government after it took office two years ago ha.. Read more

GLOBAL 2016: Multinationals must confront new local brands

Made in India - is becoming a buzz word. Leading multinationals, brands especially in personal care .. Read more

GLOBAL 2016: Consumers find value products more acceptable

Value is no longer a bad word in India. There was a time when value for money was seen as cheap, som.. Read more

GLOBAL 2016: Brand opportunity shifts to consumption from penetration

  The days are over when brands just entered the market and found consumers waiting to pick the.. Read more

GLOBAL 2016: Affluent spenders drive premium product trend

Rural India will see the benefits of the government’s major investments during 2016. The middl.. Read more

GLOBAL 2016: Brands promote heavily to drive more consumption

One can say that the Russian people move from one crisis to another, and a crisis occurs every five .. Read more

GLOBAL 2016: Past and future collide in Russia, impacting brands

Russians are living in at least three or four decades at the same time. If you consider healthcare a.. Read more

GLOBAL 2016: Deep crisis is opportunity to build trust

It is important to invest in brand and corporate reputation now. Brazil has survived many crises and.. Read more

GLOBAL 2016: Middle class feels determined to improve life

The middle class has learned a lot during this crisis period. They are treating it differently from .. Read more

GLOBAL 2016: Brands, retailers join together for better future

The economic crisis is forcing consumers to rationalize their purchasing and it has affected how the.. Read more

GLOBAL 2016: Some emerging brands first build awareness outside of China

Some of the emerging Chinese brands enjoy greater market share abroad than they do in China. For exa.. Read more

GLOBAL 2016: Multinationals adopt China-first strategies, local brands go global

Brands in the energy and technology sectors are increasing their presence in a truly “glocaliz.. Read more

GLOBAL 2016: Improved local brands level the playing field

There had been a big gap in many categories between foreign brands and local brands, but the gap has.. Read more

GLOBAL 2016: Despite tax change, spending on luxury happens overseas

The relaxation of the import tax on luxury is intended to drive more domestic consumption. It also h.. Read more

GLOBAL 2016: Brands increase purpose-led communication

We will see more Indian brands with purpose-led communication. This means that brands will have to s.. Read more

GLOBAL 2016: Brands illustrate social relevance with online videos

Many brands are producing short films, perhaps three-to-ten minutes long, to distribute on social me.. Read more

GLOBAL 2016: Multinationals must confront new local brands

Made in India - is becoming a buzz word. Leading multinationals, brands especially in personal care .. Read more

GLOBAL 2016: Consumer demand relies on more job opportunities

Many of the plans that consumers heard from the new government after it took office two years ago ha.. Read more

GLOBAL 2016: Consumers find value products more acceptable

Value is no longer a bad word in India. There was a time when value for money was seen as cheap, som.. Read more

GLOBAL 2016: Brand opportunity shifts to consumption from penetration

The days are over when brands just entered the market and found consumers waiting to pick them up. T.. Read more

GLOBAL 2016: Affluent spenders drive premium product trend

Rural India will see the benefits of the government’s major investments during 2016. The middl.. Read more

GLOBAL 2016: Past and future collide in Russia, impacting brands

Pierre-Emmanuel Mahias Regional Planning Leader Mindshare Worldwide Pierre.Mahias@mindshareworld.com.. Read more

GLOBAL 2016: Brands promote heavily to drive more consumption

Roman Kostyuchenko Head of Strategy Young & Rubicam Roman.Kostyuchenko@yr.com One can say that.. Read more

GLOBAL 2016: Entrepreneurial Russian brands offer choices across categories

Western brands too expensive for most Russian consumers  by Pierre-Emmanuel Mahias Directo.. Read more

GLOBAL 2016: Tension between modern and traditional is constant

It holds great opportunity for brands that navigate it well by Aditya Kilpady Senior Vice President,.. Read more

GLOBAL 2016: Young, dynamic populations drive the next frontier for global brands

Eager consumers line up for new store openings  by Richard Mullins Director Acceleration R.. Read more

GLOBAL 2016: Fast-rising Asian brands offer important lessons for building strong, flexible brands

Asian brands grasp complicated dualities in culture and in O2O by Doreen Wang Global Head of BrandZ&.. Read more

GLOBAL 2016: Culture, improved quality, lower prices drive rise of local brands in Latam

Key actions will help multinationals dance to Latino beat by Leticia Arslanian, General Manager and .. Read more

GLOBAL 2016: Winning In a world of nimble disruptors requires innovation by global brands

The future belongs to those who prepare for it today by Mel Edwards CEO Wunderman EMEA Mel.Edwards@w.. Read more

GLOBAL 2016: Purpose is critical across all categories for attracting young talented employees

Purpose-driven employees help activate the brand   by Emily Smith Brand Director Added Val.. Read more

GLOBAL 2016: Aprons and algorithms both needed to meet “Gen Picky” expectations for service experience

People still the make the difference in physical and digital store experience   by Tim Greenha.. Read more

GLOBAL 2016: International brands no longer command premium prices as Chinese quality improves

Consumer choice becomes wider and more complicated.   by Stephen Drummond Chairman and Chief St.. Read more

GLOBAL 2016: Rising consumer concerns about data privacy pose existential brand threat

In today’s world, a creepy line can kill a great brand by Lennart Håkansson Executive Vi.. Read more

GLOBAL 2016: Brands challenged to improve online shopping and in-store buying experiences

Help shoppers browse, explore, find surprises and impulse buys By John Rand Senior Vice President, M.. Read more

GLOBAL 2016: Millennial dad shoppers are disrupting traditional notions of mom making all homemaker decisions

Dads’ different attitudes and behaviors challenge marketing and media thinking   by .. Read more

GLOBAL 2016: Game-changing technology enriches mobile data, and shows link between more mentions, higher value

Ease of use is key to brand Success with mobile apps   by Peter Walshe, Global Brands Director .. Read more

GLOBAL 2016: Winning consumer IoT trust requires establishing value, practicality, security

Brands need to think forward and plan for a connected reality   by Jarrod Ramsey Vice Pres.. Read more

GLOBAL 2016: Young, digital natives, with great buying power, do not like being sold, but are willing to listen

Talk about doing good and really meant what you say   by Victoria Sakal Consultant Kantar Verme.. Read more

GLOBAL 2016: Brands need to create platforms that enable frictionless experience or risk losing customers

Car marketing illustrates the challenge in the era of customer control   by Dan Whitmarsh .. Read more

GLOBAL 2016: Gaining consumer attention, in period of pervasive media, demands new tactics

Find solutions in big data and the right digital channels   by Patrick Xu CEO China GroupM.. Read more

GLOBAL 2016: New research shows that innovative brand experience delivers faster value growth

Higher purpose produces devoted brand fans and financial reward   by Iain Ellwood  Wo.. Read more

GLOBAL 2016: Culture is a powerful tool for understanding the context in which brands and their categories play

The rapid shift in views of beauty and gender illustrate opportunity   by Laura Tarbox Str.. Read more

GLOBAL 2016: New research shows that innovative brand experience delivers faster value growth

Higher purpose produces devoted brand fans and financial reward by Iain Ellwood, Worldwide Stra.. Read more

GLOBAL 2016: Advertising as we know it has ended, with products moving to center stage

Consumers want the truth, not fancy words and pictures   by Renato Duo Planning Manager J... Read more

GLOBAL 2016: Behavior is key to building high value, profitable, distinctive brands

Actions speak louder than core values   by James Whatley Digital Director Ogilvy & Mather J.. Read more

GLOBAL 2016: In a world disrupted by social change and technology, only brand differentiates

Brands must marry vision, emotion to thrive in the new normal by Emilie Hamer Senior Vice Presi.. Read more

GLOBAL 2016: Cross Category Trends

Disruptive forces challenge brands and old assumptions Millennial attitudes felt across most .. Read more

GLOBAL 2016: Brand Contribution confers stability and growth potential

All but three of the brands that appear in the 2016 BrandZ™ Brand Contribution Top 15 also app.. Read more

GLOBAL 2016: Chinese and retail brands enter the Global Top 100

The seven brands that entered the BrandZ™ Top 100 Most Valuable Global Brands this year illust.. Read more

GLOBAL 2016: Retail and fast food brands lead in value growth rate

Category factors and brand strength drive change  What a difference a year makes. More than hal.. Read more

GLOBAL 2016: Economic factors slow B2B brand value rise

But B2B brands demonstrate long-term stable growth Slower growth in China, Brazil and Russia, along .. Read more

GLOBAL 2016: Value rose highest for B2B brands viewed as having strong potential

Potential depends on purpose, responsibility, love and innovation   When inevitable and often .. Read more

GLOBAL 2016: NORTH AMERICA TOP 10 LEADS IN PERCENT VALUE RISE

The ten most valuable North American brands increased 10 percent in value to $1.26 trillion, about 3.. Read more

GLOBAL 2016: Resilient Brazilians face reality with self-reliance and resolve

Brands help consumers navigate challenging times Brazilian consumers faced reality, and it was ugly.. Read more

GLOBAL 2016: Consumers continue spending despite economic slowdown

Local market-driven brands increase strength   Despite slowing GDP growth and stock market fluc.. Read more

GLOBAL 2016: Indians are hopeful for change, but impatient to see it happen

Consumers choose culturally relevant, purposeful brands   Two years ago Indians were lifted on .. Read more

GLOBAL 2016: Leisure and sportswear brands drive value growth

Digital innovation influences manufacturing and marketing   The BrandZ™ Apparel Top 10 in.. Read more

GLOBAL 2016: In reverse of recent trends, Europe improves, U.S. hits record, China slows

And brands peer into a foggy future of mobility Growth contradicted recent global patterns, with im.. Read more

GLOBAL 2016: Youthful spirit, appreciation for craft invigorate luxury

But slower economic growth constrains spending Bright colored fabrics and the return of the logo en.. Read more

GLOBAL 2016: Changing shopping habits challenge brands to innovate

Global expansion continues despite slower economic growth Personal care brands contended with many .. Read more

GLOBAL 2016: Changing consumer tastes drive brand fragmentation

As the leading global brewers consolidate   It finally happened... After years of rumors, the t.. Read more

GLOBAL 2016: Value rises as brands improve food and customer experience

Digital ordering shifts category to e-commerce The fast food category improved 11 percent in brand .. Read more

GLOBAL 2016: Brands expand portfolios, revise marketing strategies

As health concerns flatten carbonated drink sales It was more of the same – but different. C.. Read more

GLOBAL 2016: Economic slowdown, regulations, fintech disruptors challenge banks

Initiatives aim to build reputation and reach millennials   Global banks felt the impact of slo.. Read more

GLOBAL 2016: Local economic factors impact bank performance

Oil industry loans erode results in North America   The BrandZ™ Regional Banks Top 10 dec.. Read more

GLOBAL 2016: Insurers broaden their coverage to meet risks of a changing world

Digital start-ups challenge category niches Both business-to-business and business-to-consumer bra.. Read more

GLOBAL 2016: Record low crude prices impact financial results

Brands continue pumping oil but pivot to gas A combination of global geo-political and economic fa.. Read more

GLOBAL 2016: Brands prepare for future of transformative technology

In a year of product iteration and consumer privacy concerns   Iteration, more than innovation,.. Read more

GLOBAL 2016: Brands consolidate and acquire content

As the category moves through an identity crisis The term “telecom provider” started to.. Read more

Global 2016 | Takeaways

10 Action points for building and sustaining valuable brands 1. Be purposeful. Every brand need.. Read more