Abstract
Since 2006, Millward Brown has created an annual ranking of the world’s most valuable brands on behalf of its parent company, WPP. The BrandZ Top 100 Most Valuable Global Brands Ranking is different from other rankings because it integrates financial data with attitudinal survey data to identify the degree to which consumers’ beliefs about brands drive their purchase decisions. We call the attitudinal component the brand contribution. The higher the brand contribution, the greater the importance of the brand in driving financial value compared to other tangible and intangible business assets.
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Notes
Nigel Hollis, The Global Brand (New York: Palgrave Macmillan, 2008).
Leigh Van Valen, “A New Evolutionary Law” in Evolutionary Theory (1973), 1–30.
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© 2013 Nigel Hollis
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Hollis, N. (2013). How Marketing Adds Financial Value to a Business. In: The Meaningful Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-36559-0_1
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DOI: https://doi.org/10.1007/978-1-137-36559-0_1
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-59475-7
Online ISBN: 978-1-137-36559-0
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