Understand the power of brands on a global scale

Our mission

The Global Brand Equity Monitor is Brand Finance’s proprietary annual brand diagnostic tool designed to evaluate brand strength, establish performance benchmarks, and offer strategic guidance for brand-building. Understanding Brand Equity through research and financial assessment is at the very core of our mission.

Brand Finance is a specialist consultancy dedicated to the better understanding of marketing finances, founded in 1996 with the aim of ‘bridging the gap between brand marketing and finance’. We offer a highly professional approach to marketing accountability and brand evaluation.

For more than 20 years we have helped companies to connect their brands to the bottom line, building robust business cases for brand decisions, strategies, and investments. We have helped finance people to evaluate marketing programmes and marketing people to present their case in the Board Room.

Our view on why brands are important

Brand equity sits at the heart of brand value and its accurate measurement and actionable insight is a vital part of any brand strategy.

Brand perceptions from surveys are relevant and valuable.

They indicate overall brand health and predict future revenues.
They identify brand strengths and weakness.
Evidence from Koen Pauwels & others reaffirms the continued relevance of survey measures.

The ‘marketing funnel’ is a key construct.

Measures of brand familiarity, consideration and preference are
useful indicators.
Identify and understand the factors that drive purchase.

Advocacy & Word-of-Mouth contribute significantly to brand growth.

Metrics for online and real-world social reputation may be defined and tracked.

Mental & physical availability, distinctive brand assets all important

How Brands Grow (Byron Sharp) offers compelling evidence that these are crucial growth drivers and should be measured

Research Design

Survey details

Online quantitative survey
Interview length of approx. 15-20 minutes in length
Max of 4 sectors asked of each respondent - Max two Tier 1 sectors

Nationally Representative Sampling

Sample representative of and weighted to reflect age, gender, income, region and other relevant online population demographics in local markets

Survey period

Annual study, fieldwork August-September
Monthly data available in UAE and KSA markets

Sample sizes

We survey over 150,000 respondents to ensure global coverage is robust
Sample sizes range from 500-10,000 per market depending on sector and brand coverage
500+ respondents per market / per sector

Languages

Survey available in country native language(s), and also offered in English as an alternative

Updates

We are always looking to increase the scope and quality of our global equity survey. This sometimes entails upgrades to the questionnaire, or rotation of tier 1 and tier 2 sectors*

Maximising coverage without overloading respondents

Research is divided into tiers based on sector classification (2022-23)

Quality insights matter to us

We work with trusted research panel/sampling providers in conjunction with our lead fieldwork partners

We work with trusted fieldwork partners

Brand Finance selects ‘best-in-class’ online research panel/sampling providers in conjunction with our lead fieldwork partners, Potentia, Toluna, Alligator, and Bolt insights

Quality & trust is in our DNA

All of Brand Finance research adheres to ESOMAR/ICC Code of Conduct requirements
Our brand evaluations and valuations follow ISO (10668/20671) best practice, and are vetted by the Marketing Accountability Standards Board3
Our quality control follows processes to eliminate bots, data speeders and other signals of poor data quality

We ensure we collect representative data

Sample demographics is quota controlled to ensure age, gender, income, region and other market specific online population demographics are reflective of local markets

Quality, so important we’re mentioning it twice!

For our research, data quality is key. Therefore, our quality control processes cover every stage of the projects that we host, and we have
a hands-on approach:

Our internal team of experts as well as our partners review every questionnaire to ensure questions are clear and easy to understand, allowing respondents to provide high quality data that is reliable, valid and accurate.
To deliver a high-quality representative sample, we only work with tried & tested partners and sample sources who meet all the latest industry standards.
The scripting platform we use has an automatic, in-built de-duplication blocker for accidental or fraudulent duplicate respondents to prevent re-entry to the survey.
During fieldwork itself, quality checks (detailed below) are carried out daily to give an accurate view of how fieldwork is progressing and so quotas are targeted accordingly.
Our partners in-house data analytics team conducts meta-analysis to review all the data we collect and ensure data is of a sustained high quality.
Once the project is closed, any respondent removals are reported back to the relevant sources to help improve overall quality and keep the standards high on future projects.
Data is systematically reviewed by Brand Finance throughout the data collection process

FAQs

Can I include my brand or multiple brands in the study?

Yes, we can discuss inclusion of brands to be researched in future waves upon request:

enquiries@brandfinance.com

How do I access the survey data for a particular brand or sector?

Data can be accessed via brandirectory.com

or included within a brand equity, valuation or bespoke report upon request.

What is brand strength and how does brand research fit in?

The Brand Strength Index is our ISO compliant methodology for evaluating brands of which a large portion is informed by various research metrics

Click here for more information

How frequent is the study and when does fieldwork occur?

The study is annual with fieldwork typically occurring in September-October each year

How do I contact someone at

Brand Finance to learn more about this research and other services?

Please contact us either by email or telephone to schedule a meeting:

enquiries@brandfinance.com

+44 20 7389 9436

How does branding add value to my business?

A strong brand is a valuable asset for any business. A strong brand can drive higher customer acquisition, satisfaction, loyalty, and advocacy. Furthermore, strong brands contribute to business growth and profitability.

Export Import Bank of the Republic of China

Brand profile

Industries Researched

Countries Researched

Brands Researched