BAV is the largest, most comprehensive brand analytics platform in the world

Welcome to BAV, the longest-running and largest consumer study of brands and brand equity in the world.

It has been part of the WPP family since 2000, and has grown to contain 16 billion + data points covering 52 countries and some 63,000 brands, both big and small.

BAV replaces BrandZ as the WPP brand analytics tool, and is freely available to all WPP companies and colleagues across the world, helping us to power our creativity with the industry’s best data and insights.

It has impressive academic credentials, having been developed with partners at Columbia Business School, MIT, Dartmouth and the University of Washington, and it now works with leading institutions including London Business School, Wharton Business School and the University of California.

Over the coming months you will see many new developments and additional services from BAV – all focused on helping you grow your business, develop client relationships, and support new data-driven strategies.


The first BAV study


Markets around the globe


Data points


Brands studied globally


People interviewed worldwide



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