Interbrand operates in Visual and Verbal Identity, Brand Valuation. The creators of 'brandchannel', 'Best Global Brands', and 'Breakthrough Brands'.
Interbrand was founded by John Murphy, born in Essex, United Kingdom. His interest in branding started while he was working with marketing and planning for the Dunlop corporation. In 1974 John left Dunlop and joined his wife to found Novamark, a naming consultant. It was after 5 years that the company changed its name for Interbrand, inaugurating an office in New York and exposing some changes in business services, with a more complete activity in the field of strategy and branding.
Until the 80s the company opened offices all over the world, including Tokyo, Frankfurt, Melbourne, Los Angeles, and Milan. All of them providing evaluation on brand’s value, development of new products, naming, researches, and graphic design.
In 1993, Interbrand was purchased by the Omnicom group and up to 2000 the company had already inaugurated offices in South Africa, South America, Asia, Europe, and the US.
In 1999, they invented the term “Wi-Fi” (yeah, really!).
In 2017 Interbrand changed their international strategy, purchasing C Space, an insight consultant, and HMKM, specialized in retail business’ experiences, originating Interbrand Group. The main goal is to offer a complete 360° service to their clients, in all branding and marketing aspects.
Interbrand understands what it takes today to build the worlds’ most iconic brands. Interbrand is its people. To support our clients in an ever more complex world, we have renewed our commitment to both common global standards and greater empowerment, experimentation, and entrepreneurialism.
Over the past four decades, we have pioneered iconic work and invented many of the brand-building tools that are now commonplace. In collaboration with many of the world’s leading brands, we are pioneering the future of the brand building. In the world of Amazon, Instagram, 5G, and AI, Iconic Moves and a new approach to “always-on” brand building are our current priorities. The Interbrand Best Global Brands study/rankings and brandchannel are resources to our clients and the industry, providing proprietary data for our role as a client partner and commentator. We have published 18 books on brands and are often the reference point for university curriculum and professional associations. Today, through our own Academy, we aim to be the most accelerated learning environment in the marketing world.
The main belief of the company is in the combined power of empathy, analytics, and creativity. The Iconic Moves are bold actions that are capable of leap ahead of customers and competitors, as the world and market nowadays are changing much faster than business. The customers’ expectations and possibilities are increasing every single day and, in order to continue as an important brand with a presence on the market, simple innovation strategies are not enough anymore: the moves have to be bold and catchy.
The system of Interbrand is designed especially to create a new era for brands. To make this possible is crucial to turn the customers into active participants in the process and also give a bit of confidence to the brand so it can make iconic, unusual, and transforming moves. Interbrand focuses on three key aspects to help brands construct an Iconic Move: Human Truths, Economics, and Experiences. This combination allows engaging with real people, their needs and expectations, in a way that analyzes all the risks and rewards of them with the possibility of building investments and grabbing marketplace opportunities. Also, all the interactions are created to be a shared experience with the customer, resulting in an abounding relationship.
After that, the results are certain and extraordinary. Doing something big and great that no one else expected really brings the client’s and market’s attention. Some examples of benefits that Iconic Moves brought for brands are the capital attraction, capturing new audiences, Interbrand is specialized in areas like insight, strategy, experience and activation of brands, packaging, and naming.
Interbrand publishes annually the report Best Global Brands, a ranking with the top 100 most valuable brands in the world. Initially, the study was published in the Business Week magazine, until 2009. Then, in 2010, Interbrand took on the exclusive authorship. The editions also count with a sectorized ranking, according to the main business’ fields or countries, and trend analysis.
In order to be on that list, the companies must be significantly present in Asia, North America, and Europe, with broad geographic coverage in growing emerging markets. The brand’s financial data and information have to be available publicly for consulting. Also, 30% of its financial resources have to come from outside their host country and no more than 50% can come from only one continent. That explains why some big companies are not even listed in the report, as they don’t apply for the requirements of a global, clear, visible, and gainful brand.
The evaluation method of Interbrand for this report is the first one of this kind to gain an ISO certification. Three main aspects that collaborate with a brand's value are examined to develop the study:
After a while, Interbrand decided to refine their methods and now apply a 5 steps methodology that measures the Acquired Economic Value.
The last edition (2019) brought Uber and Linkedin for the first time in the ranking, in 87th and 98th positions. Facebook left the Top 10 and now is in the 14th place: the company had entered on the list in 2012 and kept rising up until 2017 when it was classified in 7th. Apple, Google, and Amazon lead the ranking at the Top 3 podium (Apple and Google are leading for 7 following years). Microsoft, Coca-Cola, Samsung, Toyota, Mercedes-Benz, McDonald’s and Disney, in that order, complete the Top 10. The sum of all 100 companies' market value is more than 2 billion dollars, an increase of 5,7% since the last edition, of 2018.
The report has completed 20 years in 2019. An evaluation of all the editions showed that only 31 companies that were nominated in the initial edition were still in the ranking 20 years after. Just 2 of them continued during all this period in Top 10: Coca-Cola and Microsoft. That study can really show how the brands need to adapt to the market, its constant changes, and insert themselves in the customer's life, in order to keep their influence and value. Static positioning can’t be done anymore, people are moving much faster than business. Relevant brands follow the client’s change and evolution, moving along with it.
Another study that the company publishes every year is the Interbrand Breakthrough Brands, that as the name suggests, indicates the 30 most innovative and disruptive brands that bring transforming solutions and services to the market. The evaluation started in 2016 with the partnership between Interbrand, Facebook, Ready Set Rocket, and New York Stock Exchanged.
Is based on the brand’s age, innovation, growth, and the engaging reaction of the public, as well as if the company presents more than one model of business. In order to enter that list, the brand must understand human truths, create exceptional brand experiences, and deliver superior business results. Also, it has to be present in the US as well as the ability to draw the media’s attention.
In the last edition, of 2020, Interbrand also evaluated the brand’s potential to adapt and emerge from the Covid-19 crisis.
Is a website focused on branding in all its aspects, with journalistic content that is presented in many forms like interviews, comments, news, and analysis.
Besides the journalists, Q&As with leading practitioners also contributes to the building of the project that started in early 2000.
The website is an independent voice powered by Interbrand, which allows the contribution of worldwide professionals to start an exchange process with brands and all people interested in its subjects.
Interbrand has created a project led by Rebecca Robins that brings quality learning for the people in the business and branding market, in order to inspire and bring innovative educational experiences. The Interbrand Academy provides some categories of classes:
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