Interbrand

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Interbrand
Industry Brand Consultancy
Founded 1974
Headquarters 130 Fifth Avenue
New York City
Number of locations 40 Offices
25 Countries
Key people Jez Frampton, Global CEO, Leslie Butterfield, Global Chief Strategy Officer
Services Strategy, Valuation, Design, Analytics, Naming, Digital
Parent Omnicom Group
Website www.interbrand.com

Interbrand, a division of Omnicom, is an American global branding consultancy, specializing in vast brand services including brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming. Today, Interbrand is among the world's largest brand consultancies, having grown to include 42 offices in 28 countries.

History[edit]

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, a leader in the tire industry.

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.[1]

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.

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, Asia-Pacific, South America, Germany, and in South Africa. [2]

Methodology[edit]

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.[3] 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.

References[edit]

  1. ^ History of Interbrand Corporation – FundingUniverse. Fundinguniverse.com. Retrieved on 2013-07-21.
  2. ^ Interbrand. Equitor.com. Retrieved on 2013-07-21.
  3. ^ "100 Best Global Brands". Business Week. September 17, 2009. Retrieved May 28, 2012. 

External links[edit]