Y&R developed the study as a diagnostic tool for managing brands, including evaluation of current performance and the brand's potential.
A representative sample of consumers in each country was questioned about spontaneous awareness of brands as well the familiarity, esteem, personal relevance and popularity of individual brands. Participants were also asked to respond to image statements about brands, give details about personal usage, their own lives and attitudes to media. Interviews were conducted over a three-month period in each country between October 1993 and February 1994. Questionnaires were administered both verbally during interviews and by phone as well as left behind and collected later.
Two primary measures were the brand's personal relevance and its differentiation from other products. These measures were combined to form the brand's vitality, or potential for growth. The other two primary measures were the esteem in which the brand is held and its familiarity to the consumer. Esteem and familiarity were combined to assess brand stature, or current success.
The global brand rankings compiled for Advertising Age International are based on in-depth interviews with 23,300 consumers in 16 countries: Australia, Brazil, China, France, Germany, Holland, Hungary, Italy, Japan, Mexico, Poland, Russia, South Africa Thailand, U.K. and U.S.
Advertising Age International's tenth World Brands report, which charts the accounts that agency networks handle in various countries worldwide, use the following criteria: Accounts must be served in at least five markets as of June 30, 1994 and the combined client business must total at least $5 million. Asterisks denote non-equity affiliations.
Charts compiled and prepared by Ilse Cermack and Gregg Runburg.