Welcome to the third annual BrandZ Top 100 Most Powerful Brands Ranking.
We congratulate all companies with brands in this year's BrandZ Ranking. Being one of the world's most valuable brands
demonstrates strong brand and business management.
Companies are beginning to recognize that brands are among their most valuable assets. Brands account for about
one-third of the value of Fortune 500 companies. Companies that own brands in the BrandZ Top 100 have
significantly outperformed the stock market when compared to the S&P 500.
The BrandZ Ranking is the result of Millward Brown Optimor's robust brand valuation methodology. Ours is the first
brand ranking to combine analysis of financial data with primary research findings.
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We do this because brand value
depends on consumer sentiment as well as on a company's ability to translate that sentiment into shareholder value.
The primary research data comes from BrandZ, the world's largest repository of brand equity data, based on annual
studies by Millward Brown. To date, we have interviewed more than 1 million consumers and business-to-business
customers around the world about thousands of brands. Over the past ten years, BrandZ data has accurately predicted
market share growth for all brands covered in the study.
Millward Brown Optimor values market-facing brands, meaning product and service brands that people and businesses
buy as opposed to brand portfolios or corporate brands.
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The BrandZ Ranking is comprehensive. We value and rank the top 100 brands as well as the top brands in 16 categories.
Our brand ranking goes beyond Brand Value. We also calculate the degree to which brand equity plays a role in generating
earnings (Brand Contribution); and how much the brand is expected to grow in the short term (Brand Momentum).
The new edition of the BrandZ Ranking provides actionable information that we hope companies will use
to better understand, and grow, their brands. If you would like to know more, please visit our Web site at
www.millwardbrown.com/mboptimor.
Dr Joanna Seddon
CEO of Millward Brown Optimor

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