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Millward Brown
Company typeSubsidiary
IndustryMarket Research
HeadquartersNew York
Key people
Travyn Rhall (CEO of Millward Brown)
ProductsMarket Research
ParentKantar Group
SubsidiariesBPRI
Dynamic Logic
Firefly Millward Brown
Millward Brown Vermeer
Millward Brown Precis
Websitewww.millwardbrown.com

Millward Brown[1] is a global company focused on brands, media and communications. It is part of Kantar, the insights arm of WPP plc, and the world’s second largest market research organization after Nielsen Company.[2]

Leadership

[edit]

Travyn Rhall is the global CEO of Millward Brown. Rhall became CEO in May 2013.[3] Previous Millward Brown CEOs include:

  • Maurice Millward and Gordon Brown (1973-1994)
  • David Jenkins (1994-1997)
  • Bob Meyers (1997-2007)[4]
  • Eileen Campbell (2007-2013)[3]

Company history

[edit]

Founders

[edit]

Gordon Brown and Maurice Millward founded Millward Brown in 1973 in Britain, having both worked as researchers at General Foods. The business was set up above a row of estate agents in Royal Leamington Spa, a town in the Midlands (England). The aim of the business was to provide clients with information that allowed them to make correct marketing and management decisions.[5]

Mergers and Acquisitions

[edit]

From 1980, Millward Brown rolled out continuous tracking studies in many countries but managed them from the UK. Until 1986 Millward Brown only had offices in the UK until it acquired U.S. research agency, Ad Factors. Bob Meyers, executive vice president of Ad Factors became CEO of the new company renamed Ad Factors/Millward Brown.[6]

Millward Brown became a global company in 1987 with moves into Europe led by Tony Copeland. In 1989, Millward Brown was bought by global communications services company WPP plc,[7] headed up by CEO Martin Sorrell. Maurice Millward retired in 1992 and Gordon Brown retired in 1994.

Innovation

[edit]

Dynamic Tracking

[edit]

In 1976, Maurice Millward and Gordon Brown set up their first continuous tracking study, now named Dynamic Tracking, for Cadbury Schweppes with the objective to explore the issue of ad wear-out over time.[8] Dynamic Tracking provides a complete 360° view of brand health and a continuous flow of knowledge about what is working for a brand and what could be working better. The approach now used for continuous tracking is almost universally based on that introduced by Millward Brown.[9]

In 1985, Gordon Brown published "Tracking Studies and sales effect. A UK Perspective." [10] In 1986, Gordon Brown introduced the Awareness Index in his paper, "Modelling Advertising Awareness."[11] The Awareness Index (AI)[12] is now a widely used metric for aiding the assessment of advertising.[13] In 1987, Gordon published another paper "The Link Between Sales Effects and advertising content."[14] Another paper followed in 1991, "How Advertising Affects the Sales of Packaged Goods Brands," known internally as "The Black Book."[15]

[edit]

Gordon Brown and Nigel Hollis developed the Link pre-test in 1988. Link uses a comprehensive set of evaluative and diagnostic questions to predict the impact of an ad, in terms of both the attention it will generate and the sales that will result. It identifies areas that could be further developed or fine-tuned. With over 70,000 ads tested, the Millward Brown Link database provides a wealth of data for category and country comparisons. In 2008, Millward Brown conducted its 50,000th Link ad pre-test.[16]

Link360 launched in 2007 which enabled multimedia campaigns to be pre-tested.[17] Millward Brown launched online ad assessment facility, Digital Link, in 2006.[18] In 2015, Millward Brown launched LinkNow for TV, a digital copy-testing solution for television advertising that gives results in less than six hours. [19] This was followed by LinkNow for Digital, a copy-testing solution for digital advertising that delivered results in a similar time frame. [20]

Brand Dynamics

[edit]

Millward Brown launched Brand Dynamics in 1996. Brand Dynamics is used to look at a brand’s health. Millward Brown created the brand dynamics pyramid[21] as an instrument to diagnose the factors underpinning customer loyalty to a brand.[22]

Neuroscience

[edit]

Millward Brown has been at the forefront of thinking about the emerging area of neuroscience[23] and its application to advertising research, and launched[24] the Neuroscience Practice in 2010. Headed up by Graham Page,[25] the team has four regional leads in AMAP, LatAm, Europe and North America.[26]

Meaningfully Different Framework

[edit]

Brand Dynamics was launched in 1996, in 2011 Millward Brown set out to improve measurement of brand equity. By 2013 MB launched the Meaningfully Different Framework (MDF).

Meaningfully Different brands capture five times more volume, command a 13% price premium and are four times more likely to grow value share during the next 12 months, compared to brands lacking meaningful difference. In fact, meaningfully different brands are expected to grow value share an average of 6.9% per year. - See more at: http://www.millwardbrown.com/footer/about/meaningfully-different-framework#sthash.eyDw6bjW.dpuf

Key research

[edit]

BrandZ

[edit]

Millward Brown manages the annual BrandZ Top 100 Most Valuable Global Brands ranking.[27] The study is conducted by Millward Brown Optimor to determine the financial value of consumer-facing brands and announced Apple as the most valuable global brand in 2011.[27] It is the only brand ranking to combine consumer measures of brand equity - from the Brand Dynamics studies in Millward Brown’s BrandZ database - with financial data.[28]

Apple was named as the world's most valuable brand in the BrandZ Top 100 Most Valuable Brands 2011, 2012, and 2013 ranking.[29]

In 2014 Google overtook Apple to once again take the top spot in the BrandZ Top 100 Most Valuable Brands [30]

In November 2010, Millward Brown launched its first ever BrandZ Top 50 most Valuable Chinese Brands ranking.[31] And in December 2011, Millward Brown launched the second BrandZ Top 50 most Valuable Chinese Brands ranking with China Mobile announced as Number 1.[32]

Value-D

[edit]

In February 2011, Millward Brown launched the findings of its Value-D study, which looked at brand value and desire.[33]

Language of Love

[edit]

In 2010, Firefly Millward Brown announced the findings of its Language of Love in Social Media study,[34] which recommends successful strategies within the social media space.

Value of a Fan

[edit]

In 2011, Millward Brown launched the Value of a Fan[35] study in collaboration with the World Federation of Advertisers (WFA). The study was conducted with WFA members and looked at what contributes to a successful brand fan page.

Books

[edit]

The Meaningful Brand[36] published in 2013 and written by Millward Brown's chief global analyst, Nigel Hollis.

The Global Brand[37] published in 2008 and written by Millward Brown's chief global analyst, Nigel Hollis[38] Nigel Hollis expresses his thoughts and opinions on brands and marketing at his blog, Straight Talk with Nigel Hollis.[39]

In addition, these books have a connection to Milward Brown:

Papers

[edit]

Millward Brown has been involved in the following papers:

  • Advertising tracking studies and sales effects - Stephen Colman and Gordon Brown[45]
  • Tracking Studies and Sales Effects: A UK Perspective - Gordon Brown[46]
  • Findings From Brand Attitude Grids - Gordon Brown[47]
  • Modelling advertising awareness - Gordon Brown[48]
  • The link between sales effects and advertising - Gordon Brown[49]
  • Facts from tracking studies - and old advertising chestnuts - Gordon Brown[50]
  • Big Stable Brands and Ad Effects - Gordon Brown[51]
  • TV and Print Advertising - Gordon Brown[52]
  • Some New Thinking in the Light of Modern Evidence - Gordon Brown[53]
  • Persuasion shift testing - Andy Farr[54]
  • The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising - Gordon Brown[55]
  • The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling - Nigel Hollis[56]
  • Persuasion or enhancement - an experiment - Andy Farr[57]
  • Like it or not, liking is not enough - Nigel Hollis[58]
  • Understanding, Measuring, and Using Brand Equity - Nigel Hollis, Andy Farr and Paul Dyson[59]
  • What Do You Want Your Brand To Be When It Grows Up: Big and Strong? - Nigel Hollis and Andy Farr[60]
  • Advertising on the Web: Is There Response before Click-Through? - Nigel Hollis and Rex Briggs[61]
  • Should the Language of Testing be Banned? - Nigel Hollis[62]
  • Managing advertising as an investment - Andy Farr[63]
  • Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners - Dominic Twose[64]
  • Ten Years of Learning on How Online Advertising Builds Brands - Nigel Hollis[65]
  • The emotional drivers of advertising success - real answers, practical tools - Graham Page[66]
  • Cognitive neuroscience, marketing and research - separating fact from fiction - Graham Page and Jane E. Raymond[67]
  • How effectively can ad research predict sales? - Dominic Twose and Dale Smith[68]
  • Creative determinants of viral video viewing - Duncan Southgate, Nikki Westoby and Graham Page[69]
  • How to get the best of neuromarketing - Graham Page[70]
  • Creative effectiveness - Dominic Twose and Polly Wyn Jones[71]
  • Face Value: Measuring emotions without the guesswork - Graham Page[72]

Awards

[edit]

Millward Brown sponsored the U.S.[73] and Australian Effie Awards in 2009.[74]

Key People

[edit]
  • Travyn Rhall - former CEO Africa, Middle East, Asia, and Pacific, now Global CEO
  • Gonzalo Fuentes - CEO Latin America
  • Adrian Gonzalez - CEO Africa, Middle East, Asia, and Pacific
  • Mary Ann Packo - CEO North America
  • Tim Wragg - CEO Europe
  • Gordon Pincott – Chairman, Global Solutions
  • Nigel Hollis - Chief Global Analyst
  • Ron Markham, CIO
  • Dave Sandberg - Global CFO
  • Nick Findlay - Global head of Operations
  • Susan Steele - Global Chief Human Resources Officer
  • Sue Elms - EVP Global Brands
  • Duncan Southgate - Global Brand Director, Digital
  • John Svendsen - Global Brand Director, Media
  • Daren Poole - Global Brand Director, Link
  • Claire Spaargaren - Global Brand Director, Tracking

References

[edit]
  1. ^ Bloomberg "Millward Brown Group", "Bloomberg Business Week". Retrieved 10 September 2010.
  2. ^ Salama, Eric. "Honomichl Global Top 25 2010", "Marketing Power". Retrieved 20 April 2011.
  3. ^ a b Research "Eileen Campbell to step down as Millward Brown CEO", "Research". Retrieved 04 November 2013.
  4. ^ AUTHOR."Meyers resigns after 10 years as Millward Brown chief executive" "Research Live", 7 April 2007. Retrieved 10 September 2010.
  5. ^ Twose, Dominic. "From Leamington Spa to Beijing". The Global Brand, 2008, p.225.
  6. ^ Twose, Dominic. "From Leamington Spa to Beijing", The Global Brand, 2008, p.227.
  7. ^ "Group History" "WPP". Retrieved 19 April 2011.
  8. ^ Twose, Dominic."From Leamington Spa to Beijing", The Global Brand, 2008, p.225-226.
  9. ^ Heath, Robert."Can Tracking Studies Tell Lies?""International Journal of Advertising, 1999."
  10. ^ Brown G. "Tracking Studies and sales effect: A UK perspective", Journal of Advertising Research, 1985, Feb.
  11. ^ Brown, G "Modelling advertising awareness", The Statistician, 1986.
  12. ^ Feldwick, Paul., Cook, Louise., & Carter, Sarah."How Useful is the Awareness Index?" "AdMap", March 1991.
  13. ^ Goode, Alistair."The role of ad memory in ad persuasion – rethinking the hidden persuaders" "International Journal of Market Research", Vol. 49, No. 1, 2007, p.1.
  14. ^ Brown, Gordon."The link between sales effects and advertising content" "AdMap", April 1987.
  15. ^ Brown, Gordon."How Advertising Affects the Sales of Packaged Goods Brands", 1991.
  16. ^ Marketing Week editorial team. "Millward Brown completes 50,000th Link ad pre-test" "Marketing Services Talk", 3 March 2008, accessed on line 9 September 2010.
  17. ^ Marketing Week editorial team. "Link gives advertisers total view of campaigns" "Marketing Services Talk", 31 August 2007, accessed on line 10 September 2010.
  18. ^ Donohue, Alex."Millward Brown and Dynamic Logic Unveil Online Ad Test" "Brand Republic", 31 July 2006, accessed on line 10 September 2010.
  19. ^ "Millward Brown Launches Quick TV Copy Testing Tool" "MrWeb", 22 January 2015, accessed on line 18 February 2016.
  20. ^ Bainbridge, Jane."Millward Brown Launches Digital Ad Copy-Testing Tool" "Research Live", 24 March 2015, accessed on line 18 February 2016.
  21. ^ Hollis, Nigel."Understanding, measuring, and using brand equity" "Journal of Advertising Research", Vol. 36, No. 6, 1996.
  22. ^ Millward Brown."Brand Dynamics Pyramid""Brand Management Models", 2006.
  23. ^ White, Dan. "Think Eyetracking & Millward Brown Insight 2009" on YouTube "Insight 2009", 2009, accessed on line 10 September 2010.
  24. ^ AdWeek."Millward Brown launches neuroscience practice" "Ad Week", April 2010. Retrieved 20 April 2011.
  25. ^ Research Live."Millward Brown innovations chief to lead neuroscience division" "Research-Live", March 2010. Retrieved 20 April 2011.
  26. ^ Research Live."Millward Brown adds brains to neuroscience practice" "Research-Live", July 2010. Retrieved 20 April 2011.
  27. ^ a b Ritson, Mark."The most valuable brands in the world" "Marketing Week", 11 May 2011. Retrieved 12 May 2011.
  28. ^ Ritson, Mark."Global brand values in the hot seat" "The Age", 23 May 2006, accessed on line 10 September 2010.
  29. ^ Financial Times."Global Brands 2013" "Financial Times", May 2013. Retrieved 04 November 2013.
  30. ^ "Google Ends Apple's Three-Year Run as Most Valuable Global Brand". AdAge. 21 May 2014. Retrieved 10 June 2014.
  31. ^ Asia Media Journal."Millward Brown names China’s top Chinese brands" "Asia Media Journal", December 2010. Retrieved 20 April 2011.
  32. ^ BBC News."China Mobile Ranked as China's Most Valuable Brand" "BBC News", December 2011. Retrieved 13 December 2011.
  33. ^ MNI-Live."Amazon Top Value-D Brand in the World" "Media News International", March 2011.
  34. ^ Media Post."Put a face on those social sites" "Media Post", November 2010. Retrieved 20 April 2011.
  35. ^ FT."The fickle value of friendship" "Financial Times", March 2011. Retrieved 20 April 2011.
  36. ^ Hollis, Nigel."The Meaningful Brand" "The Meaningful Brand Website", 2013, accessed on line 04 November 2013.
  37. ^ Hollis, Nigel."The Global Brand" "The Global Brand Website", 2008, accessed on line 10 September 2010.
  38. ^ Pfanner, Eric."The Myth of the Global Brand" "New York Times", 11 January 2009, accessed on line 9 September 2010.
  39. ^ "Straight Talk with Nigel Hollis". Millwardbrown.com. Retrieved 5 December 2013.
  40. ^ Lindstrom, Martin."Brand Sense""The Brand Sense Web site", 2005, accessed on line 10 September 2010.
  41. ^ Plessis, Erik Du."The Advertised Mind" "The Advertised Mind", 2005, accessed on line 10 September 2010.
  42. ^ Twose, Dominic."Driving Top Line Growth" "Institute of Practitioners in Advertising" 15 November 2005. Retrieved 9 September 2010.
  43. ^ Plessis, Erik Du."The Branded Mind" "Kogan Page" accessed 20 April 2011.
  44. ^ Burgos, David and Mobolade, Ola."Marketing to the New Majority". Retrieved 8 November 2011.
  45. ^ Brown, Gordon; Colman, Stephen (1983). "Advertising tracking studies and sales effects" (PDF). Journal of the Market Research Society. 25 (2): 165–183.
  46. ^ Brown, Gordon (1985). "Tracking Studies and Sales Effects: A UK Perspective". Tracking Studies and Sales Effects: A UK Perspective. February/March: 52–64.
  47. ^ Brown, Gordon (1986). "Findings From Brand Attitude Grids". Transcript of the Market Research Society Conference.
  48. ^ Brown, Gordon (1986). "Modelling advertising awareness". The Statistician. 35 (2): 289–299. doi:10.2307/2987534. JSTOR 2987534.
  49. ^ Brown, Gordon (1987). "The link between sales effects and advertising". Admap. April.
  50. ^ Brown, Gordon (1988). "Facts from Tracking Studies - and old advertising chestnuts". Admap. June.
  51. ^ Brown, Gordon (1991). "Big Stable Brands and Ad Effects". Admap. June.
  52. ^ Brown, Gordon (1992). "TV and Print Advertising". Advertising Research Foundation. {{cite journal}}: Cite journal requires |journal= (help)
  53. ^ Brown, Gordon (1992). "Some New Thinking in the Light of Modern Evidence". Transcript of the Market Research Society Conference.
  54. ^ Farr, Andy (1993). "Persuasion shift testing". Admap. January.
  55. ^ Brown, Gordon (1994). "The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising". Admap. January.
  56. ^ Hollis, Nigel (1994). "The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling". International Journal of Market Research. 36 (1).
  57. ^ Farr, Andy (1994). "Persuasion or enhancement - an experiment". Market Research Society Conference Papers.
  58. ^ Hollis, Nigel (1995). "Like it or not, liking is not enough". Journal of Advertising Research. 35 (5).
  59. ^ Hollis, Nigel; Farr, Andy; Dyson, Paul (1996). "Understanding, Measuring, and Using Brand Equity". Journal of Advertising Research. 36 (6).
  60. ^ Hollis, Nigel; Farr, Andy (1997). "What Do You Want Your Brand To Be When It Grows Up: Big and Strong?". Journal of Advertising Research. 37 (6).
  61. ^ Hollis, Nigel; Briggs, Rex (1997). "Advertising on the Web: Is There Response before Click-Through?". Journal of Advertising Research. 37 (2).
  62. ^ Hollis, Nigel (1997). "Should the Language of Testing be Banned?". Advertising Research Foundation Workshops: Brands in the Fast Forward Future.
  63. ^ Farr, Andy (2004). "Managing advertising as an investment". Admap (452): 29–31.
  64. ^ Twose, Dominic (2005). "Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners". Institute of Practitioners in Advertising.
  65. ^ Hollis, Nigel (2005). "Ten Years of Learning on How Online Advertising Builds Brands". Journal of Advertising Research. 45 (2): 255–268. doi:10.1017/s0021849905050270.
  66. ^ Page, Graham (2005). "The emotional drivers of advertising success - real answers, practical tools". ESOMAR Annual Congress.
  67. ^ Page, Graham; Raymond, Jane E. (2006). "Cognitive neuroscience, marketing and research - separating fact from fiction". ESOMAR Annual Congress.
  68. ^ Twose, Dominic; Smith, Dale (2007). "How effectively can ad research predict sales?". Admap (487).
  69. ^ Southgate, Duncan; Westoby, Nikki; Page, Graham (2010). "Creative determinants of viral video viewing". International Journal of Advertising. 29 (3): 349–368. doi:10.2501/S0265048710201221.
  70. ^ Page, Graham (2010). "How to get the best out of neuromarketing". Admap. January: 20–21.
  71. ^ Twose, Dominic; Wyn Jones, Polly (2011). "Creative effectiveness". Admap. November.
  72. ^ Page, Graham (2013). "Face Value: Measuring emotions without the guesswork". MAP: Measuring Advertising Performance. March.
  73. ^ Effie Worldwide."U.S. Effie Awards 2009" "Effie Worldwide", 2009. Retrieved 14 September 2010.
  74. ^ The Communications Counci."Australian Effie Awards 2009" "The Communications Council", 2009. Retrieved 14 September 2010.
[edit]


Category:Companies established in 1973 Category:Marketing research companies of Australia
















Nigel Hollis (born 1958) is an author, analyst, researcher, speaker, and commentator on marketing.[1] He is the author of several marketing books, and is the Chief Global Analyst of market research agency, Millward Brown.

Published writing

[edit]

Hollis has authored a number of books including The Global Brand' [2] and Brand Premium'[3] which won the 2015 Berry-AMA Book Prize for Best Book in Marketing from the American Marketing Association[4]

Hollis contributed a chapter to Martin Lindstrom's 2005 book BRAND Sense, in which Lindstrom described research that was designed by Hollis and conducted by Millward Brown specifically for the book. Hollis also contributed a comparable chapter to Lindstrom's 2003 book BRANDchild.

The HotWired ad effectiveness study

[edit]

Designed by Rex Briggs, then head of research at HotWired, with the technical support of HotWired staff including Joshua Grossnickle and Oliver Raskin, HotWired used some of Millward Brown measurement scales, but the methodology differed significantly from brand tracking, for which Millward Brown was known [5]. Hollis was instrumental in getting HotWired to work with Millward Brown, and this 1996 landmark study of online advertising, proving that banner ads could have a branding effect before clickthrough is noted as the first study of its kind [6]

Other writing

[edit]

Hollis regularly publishes a blog called "Straight Talk with Nigel Hollis" and also writes a bi-monthly column for M & M Global. Hollis has also had articles published in Journal of Advertising, Harvard Business Review and The Atlantic.

References

[edit]
  1. ^ Wave Festival "The Wave Festival, Rio", "Wave Festival", April 18, 2011, accessed July 18, 2011.
  2. ^ The Global Brand "The Global Brand", "The Global Brand Online", 2008, accessed July 18, 2011.
  3. ^ Brand Premium "Brand Premium", "Brand Premium", 2013, accessed October 20, 2015.
  4. ^ "Berry-AMA Book Prize Winners", 'American Marketing Association', 2015, accessed October 20, 2015.
  5. ^ Rex Briggs and Nigel Hollis, "Advertising on the Web: Is There Response Before Click-Through?", Journal of Advertising Research, March/April 1997
  6. ^ Elliot, Stuart, Banner Ads On Internet Attract Users, Dec 3, 1996, New York Times


[edit]


Category:1958 births Category:Living people











Papers

[edit]

Millward Brown has been involved in the following papers:

  • Advertising tracking studies and sales effects - Stephen Colman and Gordon Brown[1]
  • Tracking Studies and Sales Effects: A UK Perspective - Gordon Brown[2]
  • Findings From Brand Attitude Grids - Gordon Brown[3]
  • Modelling advertising awareness - Gordon Brown[4]
  • The link between sales effects and advertising - Gordon Brown[5]
  • Facts from tracking studies - and old advertising chestnuts - Gordon Brown[6]
  • Big Stable Brands and Ad Effects - Gordon Brown[7]
  • TV and Print Advertising - Gordon Brown[8]
  • Some New Thinking in the Light of Modern Evidence - Gordon Brown[9]
  • Persuasion shift testing - Andy Farr[10]
  • The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising - Gordon Brown[11]
  • The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling - Nigel Hollis[12]
  • Persuasion of enhancement - an experiment - Andy Farr[13]
  • Like it or not, liking is not enough - Nigel Hollis[14]
  • Understanding, Measuring, and Using Brand Equity - Nigel Hollis, Andy Farr and Paul Dyson[15]
  • What Do You Want Your Brand To Be When It Grows Up: Big and Strong? - Nigel Hollis and Andy Farr[16]
  • Advertising on the Web: Is There Response before Click-Through? - Nigel Hollis and Rex Briggs[17]
  • Should the Language of Testing be Banned? - Nigel Hollis[18]
  • Managing advertising as an investment - Andy Farr[19]
  • Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners - Dominic Twose[20]
  • Ten Years of Learning on How Online Advertising Builds Brands - Nigel Hollis[21]
  • The emotional drivers of advertising success - real answers, practical tools - Graham Page[22]
  • Cognitive neuroscience, marketing and research - separating fact from fiction - Graham Page and Jane E. Raymond[23]
  • How effectively can ad research predict sales? - Dominic Twose and Dale Smith[24]
  • Creative determinants of viral video viewing - Duncan Southgate, Nikki Westoby and Graham Page[25]
  • How to get the best of neuromarketing - Graham Page[26]
  • Creative effectiveness - Dominic Twose and Polly Wyn Jones[27]
  • Face Value: Measuring emotions without the guesswork - Graham Page[28]

2014 List

[edit]
Brand Value (M$) in year 2014
Rank Brand Value Industry
1 Google 158,843 Technology
2 Apple 147880 Technology
3 IBM 107541 Technology
4 Microsoft 90185 Technology
5 McDonald's 85706 Fast Food
6 Coca-Cola 80683 Soft Drink
7 Visa 79197 Telecom
8 AT&T 77883 Telecom
9 Marlboro 67341 Tobacco
10 Amazon 64255 Retail
11 Verizon 63460 Telecom
12 GE 64255 Conglomerate
13 Wells Fargo 54262 Regional Bank
14 Tencent 53615 Technology
15 China Mobile 49899 Telecom
16 UPS 47738 Logistics
17 ICBC 42101 Regional Bank
18 Mastercard 39497 Credit Card
19 SAP 36277 Technology
20 Vodafone 36277 Telecom
21 Facebook 35740 Technology
22 Walmart 35325 Retail
23 Disney 34538 Entertainment
24 American Express 34430 Credit Card
25 Baidu 29768 Technology
26 Toyota 29598 Cars
27 Deutsche Telekom 28756 Telecom
28 HSBC 27051 Global Bank
29 Samsung 25892 Technology
30 Louis Vuitton 25873 Luxury
31 Starbucks 25779 Fast Food
32 BMW 25730 Cars
33 China Construction Bank 25008 Regional Bank
34 Nike, Inc. 24579 Apparel
35 Budweiser 24414 Beer
36 L'Oréal Paris 23356 Personal Care
37 Zara 23140 Apparel
38 RBC 22620 Regional Bank
39 Pampers 22598 Baby Care
40 The Home Depot 22165 Retail
41 Hermès 21844 Luxury
42 Mercedes 21844 Cars
43 Subway 21020 Fast Food
44 Commonwealth Bank 21,001 Regional Bank
45 Oracle 20913 Technology
46 Movistar 20809 Telecom
47 Toronto-Dominion Bank 19950 Regional Bank
48 ExxonMobil 19745 Oil & Gas
49 HP 19469 Technology
50 IKEA 19367 Retail
51 ANZ 19072 Regional Bank
52 Gillette 19025 Personal Care
53 Shell 19005 Oil & Gas
54 Agricultural Bank of China 18235 Regional Bank
55 Accenture 18105 Technology
56 Colgate 17668 Personal Care
57 Citi 17341 Global Bank
58 FedEx 17002 Logistics
59 Siemens 16800 Technology
60 Gucci 16131 Luxury
61 eBay 15587 Retail
62 Orange 15580 Telecom
63 H&M 15557 Apparel
64 BT 15557 Telecom
65 U.S. Bank 15557 Regional Bank
66 Tesco 14842 Retail
67 Sinopec 14269 Oil & Gas
68 Bank of China 14177 Regional Bank
69 Yahoo! 14174 Technology
70 Honda 14085 Cars
71 Twitter 13837 Technology
72 Cisco 13710 Technology
73 DHL 13687 Logistics
74 BP 12871 Oil & Gas
75 Sberbank of Russia 12637 Regional Bank
76 PetroChina 12413 Oil & Gas
77 Ping An Insurance 12409 Insurance
78 LinkedIn 12407 Technology
79 J.P. Morgan & Co. 12356 Global Bank
80 MTS 12175 Telecom
81 China Life 12026 Insurance
82 Woolworths 11953 Retail
83 KFC 11910 Fast Food
84 Ford 11812 Cars
85 Westpac 11743 Regional Bank
86 Intel 11667 Technology
87 Chase 11663 Regional Bank
88 Pepsi 11476 Soft Drink
89 Scotiabank 11351 Regional Bank
90 Nissan 11104 Cars
91 Santander 11060 Banking
92 Red Bull 10873 Soft Drink
93 MTN 10221 Telecom
94 Bank of America 10149 Regional Bank
95 NTT DoCoMo 10041 Telecom
96 Prada 9985 Luxury
97 PayPal 9833 Payments
98 ING Bank 9771 Global Bank
99 UBS 9683 Global Bank
100 Aldi 9584 Retail
  1. ^ Brown, Gordon (1983). "Advertising tracking studies and sales effects" (PDF). Journal of the Market Research Society. 25 (2): 165–183. {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  2. ^ Brown, Gordon (1985). "Tracking Studies and Sales Effects: A UK Perspective". Tracking Studies and Sales Effects: A UK Perspective. February/March: 52–64.
  3. ^ Brown, Gordon (1986). "Findings From Brand Attitude Grids". Transcript of the Market Research Society Conference.
  4. ^ Brown, Gordon (1986). "Modelling advertising awareness". The Statistician. 35 (2): 289–299. doi:10.2307/2987534. JSTOR 2987534.
  5. ^ Brown, Gordon (1987). "The link between sales effects and advertising". Admap. April.
  6. ^ Brown, Gordon (1988). "Facts from Tracking Studies - and old advertising chestnuts". Admap. June.
  7. ^ Brown, Gordon (1991). "Big Stable Brands and Ad Effects". Admap. June.
  8. ^ Brown, Gordon (1992). "TV and Print Advertising". Advertising Research Foundation.
  9. ^ Brown, Gordon (1992). "Some New Thinking in the Light of Modern Evidence". Transcript of the Market Research Society Conference.
  10. ^ Farr, Andy (1993). "Persuasion shift testing". Admap. January.
  11. ^ Brown, Gordon (1994). "The Awareness Problem: Attention and Memory Effects from TV and Magazine Advertising". Admap. January.
  12. ^ Hollis, Nigel (1994). "The Link between Ad Awareness and Sales. New Evidence From Sales Response Modelling". International Journal of Market Research. 36 (1).
  13. ^ Farr, Andy (1994). "Persuasion or enhancement - an experiment". Market Research Society Conference Papers.
  14. ^ Hollis, Nigel (1995). "Like it or not, liking is not enough". Journal of Advertising Research. 35 (5).
  15. ^ Hollis, Nigel (1996). "Understanding, Measuring, and Using Brand Equity". Journal of Advertising Research. 36 (6). {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  16. ^ Hollis, Nigel (1997). "What Do You Want Your Brand To Be When It Grows Up: Big and Strong?". Journal of Advertising Research. 37 (6). {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  17. ^ Hollis, Nigel (1997). "Advertising on the Web: Is There Response before Click-Through?". Journal of Advertising Research. 37 (2). {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  18. ^ Hollis, Nigel (1997). "Should the Language of Testing be Banned?". Advertising Research Foundation Workshops: Brands in the Fast Forward Future.
  19. ^ Farr, Andy (2004). "Managing advertising as an investment". Admap (452): 29–31.
  20. ^ Twose, Dominic (2005). "Driving Top-Line Growth: How to Grow Your Brand - Lessons from the IPA Winners". Institute of Practitioners in Advertising.
  21. ^ Hollis, Nigel (2005). "Ten Years of Learning on How Online Advertising Builds Brands". Journal of Advertising Research. 45 (2): 255–268. doi:10.1017/S0021849905050270.
  22. ^ Page, Graham (2005). "The emotional drivers of advertising success - real answers, practical tools". ESOMAR Annual Congress.
  23. ^ Page, Graham (2006). "Cognitive neuroscience, marketing and research - separating fact from fiction". ESOMAR Annual Congress. {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  24. ^ Twose, Dominic (2007). "How effectively can ad research predict sales?". Admap (487). {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  25. ^ Southgate, Duncan (2010). "Creative determinants of viral video viewing". International Journal of Advertising. 29 (3): 349–368. doi:10.2501/S0265048710201221. {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  26. ^ Page, Graham (2010). "How to get the best out of neuromarketing". Admap. January: 20–21.
  27. ^ Twose, Dominic (2011). "Creative effectiveness". Admap. November. {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  28. ^ Page, Graham (2013). "Face Value: Measuring emotions without the guesswork". MAP: Measuring Advertising Performance. March.
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