BrandZ in Action

Since its launch in 1998, brandz has built a rich dataset which allows us to focus on critical issues across categories and countries.

New Content : 

 TrustR Mini Report 600KB

Engaging consumers in the post-recession World

 From Airlines to Hairlines 150KB

 From Vow to Wow 130KB

 BrandZ and the City 2006 500KB
Report from 2006

Focus on brandz China 100KB

Successful brands in China 2007

Focus on brandz France.pdf 100KB
Successful brands in France 2007

Focus on_brandz_Germany 104KB
Successful brands in Germany 2007

Trust_in_brands 96KB
Trust may well be a desirable characteristic, but what exactly does it mean?

Success of O2 in the UK 124KB
O2 - Look after your customers and they'll look after you!

Character building for brands 128KB
The WPP BRANDZ study has recently included a 'character' measure for brands

Marks & Spencers 72KB
Re-establishing its position on the high street. The importance of momentum and innovation on brand health

idle chitter chatter or influential spokesperson? 88KB
When talk gets turned into action

The 900% brand 580KB
Understand, manage and grow your franchise

Age Discrimination is illegal but no one told the brand 28KB

It's horses for courses when it comes to developing a relationship with consumers 312KB
How bonding drivers vary across different types of brands

Hello Moto, your marketing grew shareholder value! 84KB
Demonstrating ROI from successful brand building

Brands in China 94KB
Devalued or Déjá vu?

BrandZWhitePaper_BrandValueGrowth188KB
Key 'brand lessons' emerging from our BrandZ Top 100 Most Powerful Brands study: strong brands are built through disruptive innovations, clear focus and long-term investment

Better relationships with brands mean greater profits  188KB
Analysis of the Top 100 UK brands, showing the comparative stability or growth of high voltage brands over the past year

Apple - From Computer Geek to Style Icon 328KB
By successfully re-focossing itself into a 'specialist' brand with very strong relevance to a core following, Apple is now able to grow market share. Its story can teach us much about brand revitalisation.

Is Asda stuck in a growth Cul-de-Sac 104KB
Asda has come under increasing pressure in the UK as Tesco has benefited from increasing returns to scale. This paper looks at the issues Asda faces by fusing BrandZ data with TGI data - a recent innovation in the BrandZ study.

Amazon - lost in the jungle? 256KB
Look at some fresh 2005 data we examine whether Amazon has lost some of its mojo as it fights increased competition from EBay and Google. This paper suggests that Amazon needs to spend time examining what it is that makes it unique.

How User-Friendly is your brand? 224KB
Recent work by Fred Rechield suggestst that brands with strong "net promotion" are likely to grow much faster than others. This paper looks at the concept of net promotion and identifies from the global BrandZ dataset which brands have high net promotion and are likely to create real value over the next two years.

Trade on Price at Your Peril 104KB
One of the biggest challenges facing marketers is the downward pressure on prices. This paper demonstrates the folly in slashing prices and what it does for operational performance and brand equity.