AN ESOMAR WORLD RESEARCH FORUM
The Alchemist’s Guide
Peter WalsheAbstract
Putting a financial value on a brand gives the marketing community credibility where it counts – in the boardroom and the city. The data show that strong brands are a great investment and are more resistant to economic downturn. But knowing what makes a brand strong is a key contribution from market research that is literally worth its weight in gold.
Peter Walshe
Peter is a Global Account Director at Millward Brown, the leading research company that specializes in measuring communications and their effects on brands and brand building. He runs the famous WPP BRANDZ (the A to Z of Brands) study, now ten years old that has interviewed 1,000,000+ consumers on brands across 31 countries. He drove the launch of Millward Brown’s Global Top 100 Most Powerful Brands (published annually in the Financial Times).
He has spearheaded the development of ReputationZ, an approach that quantifies the effect of corporate reputation on consumer purchasing of brands and services owned by the corporation. A keen mountain biker and sports fan, he has also developed an approach to measure sports, entertainment, music, gaming, good causes, arts and personalities as brands (PartnerZ). Experienced leader of workshops who speaks on many public platforms and is often interviewed on brand related matters as well as working on key global clients.
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