Our Perspective


BrandZ is the world's largest brand equity database. Created in 1998 and continually updated. BrandZ is an invaluable resource, containing data on brands gathered from interviews with over 150,000 people every year in up to 400 studies around the world.

Raw data for the BrandZ study is collected annually by interviewing consumers and professionals. Each person is asked to evaluate brands in a competitive context from a category they actually shop in. This translates into valuable opinions from people who know the category and can judge a brand based on the attributes that are important to them.

The BrandZ database holds over 60,000 brand results in over 200 categories, including:

  • Consumer packaged goods (FMCG)
  • Retail/e-commerce brands
  • Long purchase cycle brands
  • Service
  • B2B

Visit the BrandZ portal at www.wppbaz.com.

Key Fact

We are providing data from 150,000 interviews with consumers from around the world and the insights, as always, are fascinating. The 2014 edition reveals that the combined value of the BrandZ™ Global Top 100 has almost doubled in eight years. Since 2006, the stock market value of the BrandZ™ Strong Brands portfolio, a sub-set of the main survey, has appreciated by 81 percent over the same period.