Interbrand, a division of Omnicom, is a branding consultancy. Interbrand was founded in 1974 as Novamark by John Murphy, a former employee of
DunlopDunlop may refer to:In companies:*name derived from John Boyd Dunlop ** Dunlop Tyres, tyre manufacturer since 1985** Dunlop Rubber, manufacturer of tyre and rubber products from 1889 to 1985** Dunlop Australia...
, in
London[]London is the capital of England and the United Kingdom. It has been a major settlement for two millennia, and the history of London goes back to its founding by the Romans, when it was named Londinium. London's core, the ancient City of London, the 'square mile', retains its medieval boundaries...
. Initially focusing on naming consultancy, Interbrand expanded and developed into a full-service
brandA brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".-Concepts:...
ing consultancy with 40 offices in 25 countries. Interbrand has an extensive list of clients, with large corporations spanning many industries. Interbrand produces the weekly online magazine
brandchannelBrandchannel is a website about branding launched in 2001. Its goal is to provide a global perspective on brands. The website is produced by global branding agency Interbrand, but maintains editorial independence...
.
Interbrand provides various brand consultancy services, which led to their development of brand valuation.
In 1988, Rank Hovis McDougal (RHM) was under threat of a hostile takeover.
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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
DunlopDunlop may refer to:In companies:*name derived from John Boyd Dunlop ** Dunlop Tyres, tyre manufacturer since 1985** Dunlop Rubber, manufacturer of tyre and rubber products from 1889 to 1985** Dunlop Australia...
, in
London[]London is the capital of England and the United Kingdom. It has been a major settlement for two millennia, and the history of London goes back to its founding by the Romans, when it was named Londinium. London's core, the ancient City of London, the 'square mile', retains its medieval boundaries...
. Initially focusing on naming consultancy, Interbrand expanded and developed into a full-service
brandA brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".-Concepts:...
ing consultancy with 40 offices in 25 countries. Interbrand has an extensive list of clients, with large corporations spanning many industries. Interbrand produces the weekly online magazine
brandchannelBrandchannel is a website about branding launched in 2001. Its goal is to provide a global perspective on brands. The website is produced by global branding agency Interbrand, but maintains editorial independence...
.
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 brand.
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.
Methodology
Interbrand has refined its processing of contracts into a five-step discounted Economic Value Added methodology. Interbrand releases an annual ranking of the best global brands by value in cooperation with
BusinessWeekBusinessWeek is a business magazine published by McGraw-Hill. It was first published in 1929 under the direction of Malcolm Muir, who was serving as president of the McGraw-Hill Publishing company at the time. BusinessWeek is a business magazine published by McGraw-Hill. It was first published...
magazine.
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