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BrandZ is a brand equity database managed by the marketing firm Millward Brown. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands. The database is used to estimate brand valuations, and each year since 2006, has been used to generate a list of the top 100 global brands.
The credibility of the Interbrand and BrandZ league tables have been cast into doubt by an article written in Marketing Week by Mark Ritson. The lack of clear definitions and valuation dates in the both companies methodology raise questions about the subjectivity involved in brand valuations. Being part of multinational advertising groups, Interbrand and Kantar Millward Brown also suffer from the risk of objectivity. Transparency and objectivity are two of the requirements of the ISO 10668 standard of monetary brand valuations.
- Global brand values in the hot seat, Mark Ritson, The Age, May 23, 2006. Accessed on line November 30, 2007.
- BrandZ - brand equity Archived February 13, 2008, at the Wayback Machine.. Accessed on line November 30, 2007.
- VIEWPOINT: Step nearer to brand valuation 'perfection', Marketing Week, April 20, 2006. Accessed on line November 30, 2007.
- BrandZ website - Detailed information about BrandZ and a selection of freely downloadable papers which have been written using the database.
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