Every year, leading brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test.

Just as technology has become an integral part of consumers’ lives so ‘digital’ – once thought of as a highly specialised advertising field.

There is no one right answer. In school we are all taught there are right and wrong answers. 2+2 = 4 (not 5, not 4.5); 4 is right, anything else is wrong.