Interbrand

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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[who?].

Interbrand provides various brand consultancy services, which led to their development of brand valuation.

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[edit] 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].

[edit] Methodology

Interbrand has refined its processing of contracts into a 5-step discounted Economic Value Added methodology. Interbrand releases an annual ranking of the best global brands by value in cooperation with BusinessWeek magazine.[3][4]

Well-known brands that belong to clients of Interbrand include AstraZeneca, AT&T, BMW, Deutsche Telekom, 2002 FIFA World Cup, Imation, ING, Lexmark, Microsoft, MINI, Nikon, Nintendo, Nissan, Schindler, Sharp, SONY, Suzuki, Toshiba, TUI, and UBS[citation needed].

[edit] See also

[edit] References

  1. ^ http://www.ourfishbowl.com/images/press_releases/pressrelease_edinburgh.pdf
  2. ^ `Interbrand's entry will give credibility to brand-building', Boby Kurian, The Hindu, December 20, 2001. Accessed on line November 28, 2007.
  3. ^ Interbrand: Best Global Brands 2007
  4. ^ Selling the soft and fizzy stuff: Interview: Rita Clifton, chairman, Interbrand, Richard Adams, The Guardian, November 1, 2003. Accessed on line November 28, 2007.

[edit] External links