- Interbrand
Interbrand, a division of
Omnicom , is a branding consultancy. Interbrand was founded in 1974 as Novamark byJohn Murphy , a former employee ofDunlop , inLondon . Initially focusing on naming consultancy, Interbrand expanded and developed into a full-servicebrand ing consultancy with 40 offices in 25 countries. Interbrand has an extensive list of clients, with large corporations spanning many industries. [http://www.ourfishbowl.com/images/press_releases/pressrelease_edinburgh.pdf] [ [http://www.hindu.com/businessline/catalyst/2001/12/20/stories/1920f052.htm `Interbrand's entry will give credibility to brand-building'] , Boby Kurian, "The Hindu",December 20 ,2001 . Accessed on lineNovember 28 ,2007 .] Interbrand produces the weekly online magazine "brandchannel "Who|date=January 2008.Interbrand provides various brand consultancy services, which led to their development of brand valuation.
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 brandvague.
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. [ [http://www.iht.com/articles/2008/04/17/technology/reuters.php?page=1 A name to herald its merger: Thomson Reuters] , Ian Austen, "International Herald Tribune",
April 14 ,2008 . Accessed on lineJune 27 ,2008 .]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. [ [http://www.interbrand.com/best_brands_2007.asp Interbrand: Best Global Brands 2007 ] ] [ [http://www.guardian.co.uk/media/2003/nov/01/advertising.business Selling the soft and fizzy stuff: Interview: Rita Clifton, chairman, Interbrand] , Richard Adams, "The Guardian",
November 1 ,2003 . Accessed on lineNovember 28 ,2007 .]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 ,UBS and,Xerox [ [http://www.nytimes.com/2008/01/07/business/07cnd-adco.html Xerox Hopes Its New Logo Doesn’t Say ‘Copier’] , Claudia H. Deutsch, "The New York Times",January 7 ,2008 . Accessed on lineJune 27 ,2008 .] Fact|date=January 2008.= See also =
*
BrandZ
*Superbrands
*CoolBrands (branding initiative) References
External links
* [http://www.interbrand.com/ Interbrand Corporate Website]
* [http://www.interbrandwood.com/ Website of Interbrand Wood Healthcare]
* [http://www.brandchannel.com/ brandchannel] - online magazine about branding, produced by Interbrand
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