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BrandZ
From Wikipedia, the free encyclopedia
BrandZ is a large brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing 25,000+ brands.
Launched in 1998, BrandZ data is collected annually with each person asked to evaluate brands in a competitive context from a category they shop in. This translates into opinions from people who know the category and therefore can judge a brand based on the attributes that are important to them. Sectors covered include:
- Consumer packaged goods (FMCG)
- Retail/e-commerce brands
- Long purchase cycle brands
- Service
- Corporate
The BrandZ methodology is based on the BrandDynamics™ system developed by Millward Brown – a well known company in the field of advertising and brand health measurement.
There are three key components to BrandZ – a brands Pyramid, Signature and Voltage. BrandZ is different to other brand equity databases in that it has been validated against market share.
- BrandZ website - Detailed information about BrandZ and a selection of freely downloadable papers, which have been written using the database.