Logo - BrandZ

BrandZ: Peter Walshe
Public relations: Baljit Thandi
Millward Brown

What is BrandZ?

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
  • Corporate
Choose one of the links below to explore the BrandZ methodology, or visit the 'Videos' page. BrandZ is based on Millward Brown's BrandDynamics approach, validated across thousands of studies worldwide.