It is reported that Millward Brown Optimor, an internationally authoritative market research organization, recently unveiled the list of Top 100 Globally Most Valuable Brands for 2008. Owing to the outstanding market performance, ICBC raised its brand value by 70% year-on-year to USD 28.004 billion; the bank ranked 18th among the listed brands, up from the 15th place last year, and is included among ten progressive enterprises.
It is learned that Millward Brown is one of the members of WPP Group which is one of the world's largest communications services group. Other members of WPP include Ogilvy, J. Walter Thompson, MindShare, Young & Rubicam, etc. Headquartered in the UK, Optimor specializes in brand and advertisement research. MB Optimor is a subsidiary of Millward Brown, and engages in consultancy of global brand strategy and marketing strategy.
When evaluating brand value of some company, MB Optimor firstly calculates the invisible revenue of the company, and allocates it to each single brand, then determines the contribution degree of each brand according to customer's revenue created as a result of loyalty of products or service. Subsequently, MB Optimor assesses the growth potential of the evaluated brand according to factors such as enterprise's market value, brand risk, etc., and then obtains final brand value by synthesizing the above factors.
