Methodology: A detailed and quantified view
By Joanna Seddon
Published: April 27 2009 10:10 | Last updated: April 27 2009 10:10
In the current economic situation, as other assets fall in value, brand represents a
larger portion of the value of the business. Understanding its value becomes an
increasingly important source of financial returns. The key to success resides in
the minds of its customers, but a brand is valuable only if it can translate
customer sentiment into financial returns.
The BrandZ Top 100 is the only ranking based on a brand valuation methodology
that is grounded in quantitative customer research and in-depth financial analysis.