2011 marks the sixth year in which Millward Brown Optimor has published the ranking of the BrandZ Top 100 Most Valuable Global Brands. Together with 13 years of global brand equity data, these six years of brand valuation analyses provide strong evidence of the importance of branding for business leaders.

In conjunction with this research, The BP Group (www.BPGroup.org) have identified those companies that have implemented an Outside In Strategy, those companies that are mixed model and those companies that are still Inside Out and here are the results. In summary, 6 out of the top 10 companies by brand value had implemented an Outside In strategy by 2009, 8 out of the top 10 had implemented an Outside In strategy by 2010 and 8 out of the top 10 had implemented an Outside In strategy by 2011. It is also interesting to observe the continuing demise of Nokia, down from 13th in 2009 to 81st in 2011.