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BrandZ™ Top 100 Most Valuable Global Brands 2015
The tenth annual BrandZ™ Top 100 Most Valuable Global Brands has launched, with a new number one and some impressive new entrants, this year’s report is the biggest and best ever. As well as the definitive Brand Value ranking, the report is filled with Millward Brown & WPP thought leadership and insights from branding experts, exclusive features on the future of brands, and 10 years of BrandZ looking at what has changed across categories in the past decade.
Receptivity – Advertising’s Most Precious Asset
In her latest column for M&M Global, Sue Elms, Head of Global Brand Management, Millward Brown explains why receptivity towards advertising is the industry’s most valuable commodity. As the volume of messaging increases, there is a danger of overwhelming audiences, which can lead to an intolerance of advertising in general. Therefore the need to understand more about who sees these messages and how willing they are to engage with them is crucial, let alone adapting marketing strategy to suit this information.
Don't Boil Down the Ocean
To be certain that brands are backing ads that will deliver ROI, marketers really ought to be testing every execution. However, owing to the traditionally high cost of pretesting, often only the most expensive formats end up being tested. Yet, as Daren Poole, Global Brand Director, Creative Development, Millward Brown, argues, if marketers are more pragmatic about the level of insight that they actually need, they can test more creative across more channels and executions without the higher price tag.
In this Financial Times special report, learn the major stories that defined this year’s BrandZ™ Top 100 Most Valuable Global Brands; from what it is about Apple that makes it so successful, to consumers moving away from Luxury brands and what impact that is likely to have on the category as a whole. See the impact that millennials are having on brand strategy, as well as what the banking industry should be doing to repair its reputation in these exclusive reports from the Financial Times, using BrandZ data.