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Top 20 Risers

Value performance reflects dynamics of challenging year   Brands disrupt, rebound, or .. Read more

Global Top 100 value rises 8%, despite the year’s turbulence

Ranking increases 152% over 12 years   Each time I write a welcome column for our annual .. Read more

Changes in Top 10 ranking reflect disruptive 12 years

The strong get even stronger   The evolution of the BrandZ™ Global Top 10 over the .. Read more


5 actions for building valuable brands today   1.          Be.. Read more

Valuable brands deliver superior shareholder returns

BrandZ™ Portfolio outperforms the S&P 500 Index and the MSCI World Index   T.. Read more

10 trends that impacted category value change

Return to Reality   Planning for tomorrow but making sales today   Car bran.. Read more

Global Top 100 rises 8%, 152% over 12 years

Technology brands drive value growth   Top-line, year-on-year changes   - .. Read more

Thought Leadership & Analysis

Personal Care Insights

Brands connect to the consumer’s states of mind   Brands are shifting from respondi.. Read more

Telecom Providers Insights

Category searches for ways to use its rich data troves   The telco category is massively .. Read more

Oil and Gas Insights

Brands must engage with new consumers about transition plans   The energy transition cont.. Read more

Retail Insights

Amazon, Alibaba invest in new ways to engage shoppers   Retail has always been a capital-.. Read more

Cars Insights

Brands navigate steep mobility learning curve   The focus on the future of mobility hasn&.. Read more

Soft Drinks Insights

Under pressure, category still sells enormous volume   In understanding the category, mar.. Read more

Insurance Insights

Societal disruptions create opportunities for insurance brands   Businesses and individua.. Read more

Fast Food Insights

Competition sends brands back to basics   There’s been a return to basics. McDonald.. Read more

Luxury Insights

Brands balance scarcity with need to reach millennials   The luxury market overall is cha.. Read more

Beer Insights

Majors respond as craft disrupts premium sector   A few years ago, the big breweries were.. Read more

Technology Insights

Disruptors bring affordable tech whilst leaders humanize their communications   Ease.. Read more

Across categories, emerging brands are challenging established brands

Young consumers seek brands that make them feel special   by Katerina Sudit Managin.. Read more

Knowing consumer concerns, challenges, and causes will help elevate marketing prowess

Today’s consumers vote their mind with politics, society and brands     .. Read more

Chinese, Indian brands expand with differing global strategies

Their success is critical to drive brand value and world vitality   By Hari Ramanathan.. Read more

Key audiences share common beliefs, trends across cities

Countries seem like a broad, outdated marketing lens   Claire Holden Managing Direc.. Read more

In a world where Amazon dominates, brands must master data or be irrelevant

Even more than the digital experience, control the data to keep and control the customer relation.. Read more

More collaboration needed to realize Internet of Things’ complete potential

Marketers must be prepared for expected brand disruption   Sara Gourlay Global Prac.. Read more

Brand role and purpose reach a turning point, as stakeholders look for values consistency

Purpose will guide organizations, with diversity fully expressed   by Wayne Pan Sen.. Read more

Rising consumer expectations, more challenger brands raise service bar

Brands must shift from customer- centricity to customer obsession   Tim Pritchard M.. Read more

Grocery retail business shifting from self-service to personalized model, spawning new channels

Changes will affect how consumers shop and interact with brands   by Ray Gaul Vice .. Read more

Disruptive product ideas transform into high-value global brands

Sustaining scale over time depends on brand building   Mark Chamberlain Sector Mana.. Read more

Chinese brands provide a model for competing in uncertain times

Adaptation and innovation frees brands from old business models   Aisling Ryan Chie.. Read more

Shopper options multiply, with retailer and brand innovation enhancing experience

Changing landscape requires harnessing data, technology   by Jonathan Dodd Global C.. Read more

Brand purpose moves from cause and CSR to stating a POV about many issues

Initiatives can be risky and controversial, but social media leaves no place to hide   .. Read more

As retail changes, consumers seek more convenient and calm shopping

Brands need to consider better store layout and packaging design   Fiona Gordon Gro.. Read more

Leverage digital to accelerate growth of brand equity and value

Getting it right requires integrated strategy, research, and measurement   By Doreen W.. Read more

Categories | New Vital Signs Index measures brand health

BrandZ™ analyzes implications for categories   A new BrandZ™ Index called Vit.. Read more

BrandZ™ Analysis | Category Changes

As disruption spans categories, some brands counter the trend   Retail and technology .. Read more

BrandZ™ Category Analysis: Retail

Despite technological disruption, retail scores high in key metrics   Retail is the ca.. Read more

Retail | New brand initiatives disrupt the O2O divide

Major brands position to play hard across channels   It was the year of trading places. A.. Read more

Navigate disruption by focusing on brand and developing new products, businesses

Strong values can endure severe market change   by Stephen Wallace European Brand P.. Read more

BrandZ™ Category Analysis: Luxury

Super-luxury brands drive value increase   The BrandZ™ Luxury Top 10 increased 7.. Read more

Luxury | Now bolder and brasher, brands seek wider audience

Messages communicate availability and inclusiveness   With the steady improvement of the.. Read more

Beer | Merger of global leaders forms 500-brand portfolio

As the category consolidates, it also fragments with craft brewers   It was the year of t.. Read more

BrandZ™ Category Analysis: Banks

Financial services disruptions  alter distribution of value   Changes to the fina.. Read more

Banks Regional | Brand value rebounds as economies strengthen

Marketing and technology initiatives aim at millennials   In a strong comeback, the Brand.. Read more

Banks Global | Geopolitical change influences improved bank performance

FinTech competition, consumer expectations will shape the future   Strong stock market pe.. Read more

Apparel | Competition, shopping changes hinder growth

Brands revise retail strategies and distribution models   Two category growth drivers, sp.. Read more

BrandZ™ Category Analysis: Apparel

Innovative sportswear brands drive value rise   Sportswear brands drove BrandZ™ .. Read more

Technology B2B | Cloud transition progresses and brand values increase

Acquisition and collaboration pools expertise   Business-to- Business (B2B) brands conten.. Read more

BrandZ™ Category Analysis: Technology

Technology leads every category in Vital Signs   The BrandZ™ Vital Signs results.. Read more

Technology B2C | Ad revenue, incremental changes drive value rise

B2C and B2B brands collaborate to deliver the future   A 13 percent rise in value made te.. Read more

BrandZ™ Category Analysis: Soft Drinks

Health concerns weaken category’s Vital Signs   The BrandZ™ Vital Signs of.. Read more

Soft Drinks | Brands create and acquire healthier soft drink options

Water outsells colas for the first time   For the first time, bottled water outsold colas.. Read more

BrandZ™ Category Analysis: Insurance

Purposeful brands grow category value in Asia   BrandZ™ Vital Signs clearly diag.. Read more

Insurance | Societal changes create opportunity, disruption

Brands seek new ways to build consumer trust   Insurance brands attempted to become trust.. Read more

BrandZ™ Category Analysis: Fast Food

  Despite health concerns, Purpose and Love drive growth   The fast food c.. Read more

Fast Food | Return to basics focuses on pleasing core customers

But digital innovation powers new initiatives   Fast food brands returned to basics, impr.. Read more

BrandZ™ Category Analysis: Cars

Top 10 ranking shifts to luxury   Over the past 12 years, the brand value of the Brand.. Read more

Cars | Selling cars remains priority, as brands invest in change

Experiments include all aspects of future mobility   Carmakers faced reality. Consumers p.. Read more

BrandZ™ Category Analysis: Oil and Gas

Multinationals drive value, but nationals inspire Love   The oil and gas brands score .. Read more

Oil and Gas | Geopolitical developments add to category complexity

Brands engineer some profits, despite low oil prices   Even in normal times, oil and gas .. Read more

Telecom Providers | Major acquisitions speed transition to entertainment

Challenger brands shift the conversation to price   It was a year of action. With mergers.. Read more

BrandZ™ Category Analysis: Personal Care

High Brand Purpose shapes personal care   Of the five BrandZ™ Vital Signs, the P.. Read more

Personal Care | Brands personalize to serve more diverse ideas of beauty

Mobile ads push customers from shopping to buying   In a commoditized category filled wit.. Read more

BrandZ™ Category Analysis: Telecom Providers

Size matters in transition from pipe to content brand   Size matters in the telecom pr.. Read more

US drives value increase of Global Top 100 ranking

New BrandZ™Vital Signs Index diagnoses brand health   North American brands—.. Read more

Meaningful Difference is root of Brand Power

Since Brand Power is important as a driver of sales and brand value, the logical question is, what d.. Read more

Brand Power drives sales and brand value growth

Brand Power is the BrandZ™ metric of brand equity, the predisposition the consumer’s min.. Read more

Perceived Difference drives higher pricing, value growth

The connection between maximizing price potential and accelerating value growth raised an obvious qu.. Read more

Consumers say brand, not price, is most important buying factor

Brands are important to consumers. To find out how important, we analyzed almost 5,350 brands across.. Read more

Technology and telecom brands enter the ranking

Categories reflect Global 100 growth trend   Five of the newcomers to the BrandZ™&n.. Read more

High Brand Contribution drives volume, premium

And adds stability in disruptive markets   Brand Contribution is the BrandZ™ metric.. Read more

B2C outpaces B2B in value growth, but gap narrowing

One of the most striking differences between business-to-business (B2B) and business-to-consumer (B2.. Read more

Brands continue to blur border dividing B2B, B2C

Business brands adopt consumer brand-building skills   The distinction between business-t.. Read more

New competitors cause disruption worldwide

Young and purpose driven, they reshape categories   The BrandZ™ Top 100 Most Valuab.. Read more

Importance of purpose rises in a difficult year

But disintermediation sits on the horizon   Divining the future of brands, always an impr.. Read more

BrandZ™ Category Analysis: Beer

Communications drive brand value increase   The BrandZ™ Beer Top 10 grew 188 perce.. Read more

Apparel Insights

Consumers expect socially responsible brand point of view   Brands in all categories need.. Read more


Consumers adjustshopping strategies Russian brands benefit from frugal behavior Russian co.. Read more

Southeast Asia

Proliferation of mobilefacilitates market entry But local competition, media fragmentation add .. Read more

Latin America

Economic and politicalforces hurt brand value Mexico increases contribution to Latam Top 50&nbs.. Read more


China increasingly looks abroad,brands find greater acceptance Government balances need for cha.. Read more


Globalization, localizationimpact how Indians shop Government vision jolts the economy Two.. Read more

The Purposeful Age | As activism goes mainstream brands must take their place in culture and society

Purpose-led brands resonate with their audiences, including employees   Candace Kuss .. Read more