In the current economic situation, as other assets fall in value, brand represents a larger portion of the value of the business. Understanding its value becomes an increasingly important source of financial returns. The key to success resides in the minds of its customers, but a brand is valuable only if it can translate customer sentiment into financial returns.

The BrandZ Top 100 is the only ranking based on a brand valuation methodology that is grounded in quantitative customer research and in-depth financial analysis.