Interbrand

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Interbrand
Industry Brand Consultancy
Founded 1974
Headquarters 130 Fifth Avenue
New York City
Number of locations 33 Offices
27 Countries
Key people Jez Frampton, Global CEO, Leslie Butterfield, Global Chief Strategy Officer, Graham Hales, Global CMO
Services Strategy, Valuation, Design, Analytics, Naming, Digital
Parent Omnicom Group
Website www.interbrand.com

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 33 offices in 27 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]

Best Global Brands[edit]

Interbrand publishes the Best Global Brands [3] report on an annual basis. The report identifies the world’s 100 most valuable brands. Interbrand’s methodology is also the first of its kind to be ISO certified. 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[4]

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.[5] 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.

brandchannel.com[edit]

Having launched in February 5, 2001, Interbrand produces the online blog known as brand channel.[6] Since 2001, it has grown to become a valuable online source of brand news for numerous subscribers. It is committed to providing a global perspective on brands and challengs its readers to think about the important issues that are effecting brands. To further enhance brand awareness, the site offers useful tools and information including global listings for conferences, courses and careers, as well as links to other valuable industry resources.

Client Roster[edit]

Interbrand has created comprehensive branding programs for Wrigley,[7] Xerox, Thomson Reuters,[8] Microsoft,[9] Nissan,[10] Telstra,[11] and Samsung.[12]

Awards[edit]

Interbrand has received many accolades for the work it has done for its clients. Some of these awards include: A’Design Awards and Competition, America Graphic Design Awards, Best Brand Awards, REBRAND 100, Red Dot Awards, The One Show.

Interbrand was awarded a Gold Cannes Lions in 2014 for its work on Mandela Paper Prison.[13] Interbrand won a Bronze Cannes Lion in 2013 for its work on IGLOO,[14] a TV service launched by SKY New Zealand and TVNZ.

References[edit]

External links[edit]