By Lucy Tesseras

For the 10th anniversary of its annual BrandZ ranking, Millward Brown has quantified the theory that a strong brand proposition teamed with solid advertising will create “massive brand value growth”, according to Walshe. The hypothesis has been tested using data and valuations for 87 brands that have appeared in the top 100 over the past 10 years.

The study finds that businesses perceived as having strong brands with weak advertising still grew their brand value by 76% over the period on average. Conversely, weaker brands with strong advertising increased in value by just 27%.

Where both brand and advertising are considered robust Read full story ›

Source: Marketing Week