Interbrand

From Wikipedia, the free encyclopedia

Image:Newspaper nicu buculei 01.svg

This article reads like a news release, or is otherwise written in an overly promotional tone.
Please help rewrite this article from a neutral point of view to be less promotional.
Where appropriate, blatant advertising may be marked for speedy deletion with {{db-spam}}.

Interbrand, a division of Omnicom, is a branding consultancy. Interbrand was founded in 1974 as Novamark by John Murphy, a former employee of Dunlop, in London. Initially focusing on naming consultancy, Interbrand expanded and developed into a full-service branding consultancy with 40 offices in 25 countries. Interbrand has an extensive list of clients, with large corporations spanning many industries.^[1]^[2] Interbrand produces the weekly online magazine brandchannel^{[attribution needed]}.

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. 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^[vague]. In the years since then, Interbrand has refined its methodology into a 5-step discounted Economic Value Added methodology. Using this methodology, Interbrand releases an annual ranking of the best global brands by value in cooperation with BusinessWeek magazine.^[3]^[4]

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, and UBS^{[citation needed]}.