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This article or section reads like a news release, or is otherwise written in an overly promotional tone. Please help rewrite this article from a neutral point of view. When appropriate, blatant advertising may be marked for speedy deletion with {{db-spam}}. (January 2008) |
Interbrand, a division of Omnicom, is a branding consultancy. Interbrand was founded in 1974 as Novamark by John Murphy, a former employee of Dunlop, in London. Initially focusing on naming consultancy, Interbrand expanded and developed into a full-service branding consultancy with 40 offices in 25 countries. Interbrand has an extensive list of clients, with large corporations spanning many industries.[1][2] Interbrand produces the weekly online magazine brandchannel.
Interbrand provides various brand consultancy services, which led to their development of brand valuation.
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Marketing success histories
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. They therefore 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[vague].
In 2008, Thomson completed its acquisition of Reuters with the roll-out of its new name, logo and identity system, which was created by Interbrand. They also hired Interbrand to develop strategy ensuring that its new brand expresses its business goals.[3]
Methodology
Interbrand has refined its processing of contracts into a five-step discounted Economic Value Added methodology. Interbrand releases an annual ranking of the best global brands by value in cooperation with BusinessWeek magazine.[4][5]
See also
References
- ^ http://www.ourfishbowl.com/images/press_releases/pressrelease_edinburgh.pdf
- ^ `Interbrand's entry will give credibility to brand-building', Boby Kurian, The Hindu, December 20, 2001. Accessed on line November 28, 2007.
- ^ A name to herald its merger: Thomson Reuters, Ian Austen, International Herald Tribune, April 14, 2008. Accessed on line June 27, 2008.
- ^ Interbrand: Best Global Brands 2007
- ^ Selling the soft and fizzy stuff: Interview: Rita Clifton, chairman, Interbrand, Richard Adams, The Guardian, November 1, 2003. Accessed on line November 28, 2007.
External links
- Interbrand Corporate Website
- Website of Interbrand Wood Healthcare
- brandchannel - online magazine about branding, produced by Interbrand
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