Kantar BrandZ’s Brand Valuation Methodology (2024)

Since 2006, Kantar BrandZ has been quantifying the value of the most popular brands around the world. Consumer perceptions of a brand are at the heart of how Kantar BrandZ determines brand value.
Our brand valuation methodology consists of a three-step process that uses financial value and brand contribution to determine the final brand value. It also integrates Kantar's unique survey-based brand equity model, which measures how meaningful, different and salient a brand is.
For more information about Kantar BrandZ, please visit: www.kantar.com/brandz