Kantar BrandZ, now a trusted a cornerstone of brand valuation and insight, has had a remarkable evolution since its inception. This year marks the 20th annual publication of the Most Valuable Global Brands rankings.
The project was initiated by WPP in 1998 with the aim of providing actionable insights into brand performance. It later emerged as a pioneering force in brand valuation and quickly became an authoritative source for understanding the value and impact of brands in a dynamic market landscape.
The foundation of Kantar BrandZ lies in its robust methodology, which combines consumer perceptions with financial data to present a holistic view of brand’s value as a corporate asset. Read on to find out more about the evolution of BrandZ over more than two decades, and which has cemented Kantar’s reputation as a leader in brand insights.
Kantar BrandZ's influence is evident through its numerous achievements and the significant impact it has had on brands worldwide. Kantar BrandZ reports have become a critical resource for brand managers and marketers. The insights derived from its extensive database have guided countless brands in making informed decisions, optimising strategies, and enhancing brand value.
The annual Most Valuable Brands rankings have gained global recognition, becoming a benchmark for brand performance. Brands that achieve high rankings leverage this recognition to reinforce their market position and consumer trust.
Kantar BrandZ data has been used to justify budget decisions, supporting marketing investment. By understanding the drivers of brand equity, companies have been able to align their marketing and business strategies to achieve long-term growth.
In a world where consumers demand authenticity and value from brands, BrandZ emphasizes the importance of meaningful engagement. Brands that connect with their audiences on a deeper level thrive, and BrandZ’s data helps identify the pathways to achieving this connection.
Looking ahead, BrandZ is committed to continuous innovation. This includes integrating advanced analytics, artificial intelligence, and further collaboration with marketing practitioners and academics to elevate our understanding of effectiveness. The focus will be on helping brands anticipate market trends, adapt swiftly, and maintain relevance in an ever-changing landscape.
Kantar’s expertise in brand valuation and consumer insights underpins the success of Kantar BrandZ. We have made BrandZ data accessible to all clients through BrandSnapshot, available on Kantar Marketplace, as part of Kantar’s commitment to helping brands achieve tangible and sustained growth.
In a time of continued change and uncertainty for marketers, it is imperative for brands to harness the power of insights to drive growth. Engage with Kantar BrandZ’s reports, utilize its data-driven insights, and embrace the Blueprint for Brand Growth. Kantar BrandZ is ideally positioned to guide you in growing your own brand’s equity and value.
The evolution of Kantar BrandZ is a story of innovation, impact, and foresight. By continuously adopting the best practice in research and providing unparalleled insights, Kantar BrandZ remains at the forefront of brand valuation. As brands look to the future, BrandZ will be there to illuminate the path to growth, ensuring that brands remain relevant, differentiated, and deeply connected with their consumers.
Reserve your place at our 20th anniversary launch event and hear 10 implications for better marketing decisions. Find out more about the speaker line-up and register here.
The project was initiated by WPP in 1998 with the aim of providing actionable insights into brand performance. It later emerged as a pioneering force in brand valuation and quickly became an authoritative source for understanding the value and impact of brands in a dynamic market landscape.
The foundation of Kantar BrandZ lies in its robust methodology, which combines consumer perceptions with financial data to present a holistic view of brand’s value as a corporate asset. Read on to find out more about the evolution of BrandZ over more than two decades, and which has cemented Kantar’s reputation as a leader in brand insights.
1998: The research program
The first surveys of consumer brand equity using a standardised and validated framework took place across seven markets. The program grew into a rolling annual project eventually covering more than 4 million interviews in over 50 markets.2006: Release of the inaugural global report
The first Most Valuable Global Brands report was published in 2006, setting a new standard for brand valuation. Leading brands included Microsoft, Coca-Cola, McDonald’s, Walmart and Toyota. Subsequent reports highlighted the power of brand strength and its correlation with financial performance, proving the value of investing in brand.2011: Expanding horizons
In 2011, BrandZ expanded its scope to include regional and sector-specific reports, providing deeper insights into China, India and beyond. This expansion allowed brands to understand their standing not just globally, but within their specific contexts.2014-2020: Innovation and adaptation
During these years, Kantar BrandZ continuously adapted to changing market dynamics. Kantar introduced the Meaningful, Different and Salient brand equity framework demonstrating its ability to better diagnose brands across both basic and luxury sectors, from consumer to B2B and embracing both the traditional and the latest technology brands.2024: The Blueprint for Brand Growth
The introduction of Kantar’s Blueprint for Brand Growth in 2024 marked a strategic advance. This framework, rooted in BrandZ evidence and Kantar’s Meaningful, Different and Salient model, provides brands with a comprehensive guide to achieving sustained growth through all stages of marketing: from strategy to execution. The Blueprint for Brand Growth is a guide available for free to download, together with a vast library of insight papers, videos, podcasts and case studies.Kantar BrandZ's influence is evident through its numerous achievements and the significant impact it has had on brands worldwide. Kantar BrandZ reports have become a critical resource for brand managers and marketers. The insights derived from its extensive database have guided countless brands in making informed decisions, optimising strategies, and enhancing brand value.
The annual Most Valuable Brands rankings have gained global recognition, becoming a benchmark for brand performance. Brands that achieve high rankings leverage this recognition to reinforce their market position and consumer trust.
Kantar BrandZ data has been used to justify budget decisions, supporting marketing investment. By understanding the drivers of brand equity, companies have been able to align their marketing and business strategies to achieve long-term growth.
Current purpose and future vision
Today, BrandZ continues to serve as a vital tool for brand valuation and strategy. Its current purpose is to provide brands with the insights they need to navigate an increasingly complex market environment.In a world where consumers demand authenticity and value from brands, BrandZ emphasizes the importance of meaningful engagement. Brands that connect with their audiences on a deeper level thrive, and BrandZ’s data helps identify the pathways to achieving this connection.
Looking ahead, BrandZ is committed to continuous innovation. This includes integrating advanced analytics, artificial intelligence, and further collaboration with marketing practitioners and academics to elevate our understanding of effectiveness. The focus will be on helping brands anticipate market trends, adapt swiftly, and maintain relevance in an ever-changing landscape.
Kantar’s expertise in brand valuation and consumer insights underpins the success of Kantar BrandZ. We have made BrandZ data accessible to all clients through BrandSnapshot, available on Kantar Marketplace, as part of Kantar’s commitment to helping brands achieve tangible and sustained growth.
In a time of continued change and uncertainty for marketers, it is imperative for brands to harness the power of insights to drive growth. Engage with Kantar BrandZ’s reports, utilize its data-driven insights, and embrace the Blueprint for Brand Growth. Kantar BrandZ is ideally positioned to guide you in growing your own brand’s equity and value.
The evolution of Kantar BrandZ is a story of innovation, impact, and foresight. By continuously adopting the best practice in research and providing unparalleled insights, Kantar BrandZ remains at the forefront of brand valuation. As brands look to the future, BrandZ will be there to illuminate the path to growth, ensuring that brands remain relevant, differentiated, and deeply connected with their consumers.
Reserve your place at our 20th anniversary launch event and hear 10 implications for better marketing decisions. Find out more about the speaker line-up and register here.
