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Interbrand, a division of Omnicom, is a brand consultancy, specializing in areas such as brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design, and naming. Interbrand has 24 offices in 17 countries.[1]

Interbrand
Subsidiary
IndustryBrand Consultancy
Founded1974
Headquarters
195 Broadway
New York City
Number of locations
24 Offices
17 Countries
Key people
Charles Trevail, Global CEO,

Andy Payne, Global Chief Creative Officer,

Gonzalo Brujó, Global Chief Growth Officer + CEO EMEA & LatAm,
ServicesStrategy, Valuation, Design, Analytics, Naming, Digital
ParentOmnicom Group
Websitewww.interbrand.com

Contents

HistoryEdit

Interbrand was founded by John Murphy, a native of Essex in the United Kingdom. His interest in branding design began while working in the corporate planning and marketing department at Dunlop Corporation.

In 1974, Murphy left Dunlop and along with his wife opened Novamark, a product-naming consultancy. In 1979, Novamark opened an office in New York, under the name Interbrand, reflecting a shift in the company's offerings. No longer focused on naming and registering trademarks alone, the company was now involved in the more encompassing activity of brand strategy and design.[2]

Throughout the 1970s and 1980s international offices were opened, including Tokyo and Frankfurt, Milan, Los Angeles, and Melbourne — all offering a full range of branding services: brand valuation, new product development, naming, legal searches, and graphic design. From 1987 to 1995, Michael Birkin joined Murphy in leading the company as group chief executive.[3][4][5][6]

In 1993, Interbrand was acquired by the Omnicom Group, and throughout the 1990s and 2000s expanded their service capabilities by acquiring leading branding and identity consultancies in the UK, Spain, Asia-Pacific, South America, Germany, and in South Africa.[7]

Best Global BrandsEdit

Interbrand publishes the Best Global Brands [8] report on an annual basis. The report identifies the world’s 100 most valuable brands. Interbrand was the first company to receive ISO 10668 certification. To develop the report, Interbrand examines three key aspects that contribute to a brand’s value:

  • The financial performance of the branded products or service
  • The role the brand plays in influencing consumer choice
  • The strength the brand has to command a premium price, or secure earnings for the company[9]

MethodologyEdit

Interbrand has refined its brand valuation into a five-step Economic Value Added methodology. Through a similar methodology, Interbrand releases an annual ranking of the best global brands, which valuates each brand's financial performance, role, and strength. The annual report, "Best Global Brands," was published in BusinessWeek until 2009; Interbrand assumed sole authorship in 2010.[10] To qualify, brands must have a presence on at least three major continents and must have broad geographic coverage in growing and emerging markets. Thirty percent of revenues must come from outside the home country, and no more than fifty percent of revenues should come from any one continent.

2018 Top 10 Best Global Brands[11]
Rank Company Value M$ Change
from 2017
1 Apple 214,480 16%
2 Google 155,506 10%
3 Amazon 100,764 56%
4 Microsoft 92,715 16%
5 Coca-Cola 66,341 -5%
6 Samsung 59,890 6%
7 Toyota 53,404 6%
8 Mercedes-Benz 48,601 2%
9 Facebook 45,168 -6%
10 McDonald's 43,417 5%

Client rosterEdit

Interbrand has created branding programs for Wrigley Company,[12] Xerox, Thomson Reuters,[13] Microsoft,[14] Nissan,[15] Telstra,[16] and Samsung.[17], Google, Hp, Pirelli and many others.

AwardsEdit

Interbrand was awarded a Gold Cannes Lions in 2014 for its work on Mandela Paper Prison.[18] Interbrand won a Bronze Cannes Lion in 2013 for its work on IGLOO,[19] a TV service launched by SKY New Zealand and TVNZ.

See alsoEdit

ReferencesEdit

  1. ^ Interbrand. "About - Interbrand". Interbrand. Retrieved 2016-02-02.
  2. ^ History of Interbrand Corporation – FundingUniverse. Fundinguniverse.com. Retrieved on 2013-07-21.
  3. ^ Geoffrey Foster (1 October 1989). "There's No Accounting for Brands". Management Today.
  4. ^ Jane Lewis (7 July 1989). "Cash Injections Sets Interbrand For Flotation". Design Week.
  5. ^ Stuart Elliott (23 December 1993). "The Media Business: Advertising -- Addenda; Omnicom Acquires British Brand Expert". The New York Times. Retrieved 17 March 2015.
  6. ^ SCHMOUKER, OLIVIER. "«Sid Lee nous permettra de devenir des champions de la créativité et du management» - Michael Birkin, pdg de kyu". Les Affaires. Les Affaires. Retrieved 26 October 2015.
  7. ^ Interbrand. Equitor.com. Retrieved on 2013-07-21.
  8. ^ "2016 - Best Global Brands - Interbrand". Interbrand. Retrieved 2016-10-26.
  9. ^ "2015 - Best Global Brands - Best Brands - Interbrand". Best Global Brands. Retrieved 2015-10-26.
  10. ^ "100 Best Global Brands". Business Week. September 17, 2009. Retrieved May 28, 2012.
  11. ^ "Ranking". Interbrand.
  12. ^ [1] Archived October 15, 2014, at the Wayback Machine
  13. ^ [2] Archived October 15, 2014, at the Wayback Machine
  14. ^ [3] Archived November 2, 2014, at the Wayback Machine
  15. ^ [4] Archived October 15, 2014, at the Wayback Machine
  16. ^ [5] Archived October 9, 2014, at the Wayback Machine
  17. ^ [6] Archived November 2, 2014, at the Wayback Machine
  18. ^ Nudd, Tim (2014-06-18). "Design Grand Prix Goes to Norwegian Shop for a Logo That's Visual and Musical". Adweek. Retrieved 2015-10-26.
  19. ^ [7] Archived November 2, 2014, at the Wayback Machine