Interbrand
Interbrand, a division of Omnicom, is a world-renowned branding consultancy.
Interbrand was founded in 1974 as Novamark by John Murphy, a former employee of
Dunlop, in London. Initially focusing on
naming consultance, Interbrand expanded and developed into a full-service branding consultancy
with 40 offices in 25 countries.[1] Interbrand has an
impressive list of clients, with huge corporations spanning all industries.
Interbrand produces the weekly online magazine brandchannel.
Brand Valuation
Interbrand expanded its offer to a whole host of brand consultancy services. This led to one of the most important developments in branding since the advent of the trademark, brand valuation. In 1988, Rank Hovis McDougal (RHM) was under threat of a hostile takeover. Their management believed that the market was undervaluing a number of their assets, especially their brand assets. As such they hired Interbrand to value their stable of brands. Interbrand's consultants developed a rough discounted earnings methodology to put a net present value on the financial benefit of owning the brand.
In the years since then Interbrand has refined its methodology into a sophisticated 5 step discounted Economic Value Added methodology. Using this methodology, Interbrand releases an annual ranking of the best global brands by value in cooperation with BusinessWeek magazine.[2]
Well-known brands that belong to clients of Interbrand
- AstraZeneca
- AT&T
- Deutsche Telekom
- 2002 FIFA World Cup
- Imation
- ING
- Lexmark
- Microsoft
- MINI
- Nikon
- Nintendo
- Nissan
- Sharp
- SONY
- Suzuki
- Toshiba
- TUI
- UBS
See also
Interbrand Wood Healthcare - sister company
References
- ^ http://www.ourfishbowl.com/images/press_releases/pressrelease_edinburgh.pdf
- ^ http://www.interbrand.com/best_brands_2007.asp
External links
- Interbrand Corporate Website
- Website of Interbrand Wood Healthcare
- brandchannel - online magazine about branding, produced by Interbrand
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