Interbrand
Encyclopedia
Interbrand, a division of Omnicom, is a global branding consultancy, specializing in vast brand services, including brand analytics, brand strategy, brand valuation, corporate design, digital brand management, and naming. Today, Interbrand is amongst the largest brand consultancies and has grown to include 40 offices in 25 countries.
, 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 decided to leave Dunlop and along with his wife opened Novamark, a product-naming consultancy. In 1979, to the benefit of its growing client roster, Novamark opened an office in New York, but under the name Interbrand. The new name reflected 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.
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. By going global, Interbrand improved its abilities to deal with cross-language and cross-cultural branding.
After SBC acquired AT&T in 2005 to form the largest telecommunications company in the United States, Interbrand New York was asked to position the new entity that would re-emerge as a category leader. Since then Interbrand has helped AT&T with several significant brand evolutions given their role as a driving force in a dynamic and constantly changing industry. In 2009, the company helped AT&T launch Rethink Possible. Rethink Possible is rooted in optimism and possibility. It represents a point of view and a lifestyle choice that can be fueled by what AT&T has to offer. Interbrand’s work for AT&T spans more than five years of progressive brand evolution and has helped AT&T seize opportunity at key inflection points of industry change.
Petroc
Following a merger between North Devon College
and East Devon College
, the newly combined institution had no over-arching character to help differentiate it against the region’s many competing colleges.
Interbrand’s challenge was to radically rebrand the newly formed institution, raise the profile of the new college, and reposition it as a leading institution above and beyond the reach of the immediate region.
The solution was the new name Petroc, which came from consultations with staff and students, (Saint Petroc
was a sixth century Celtic Christian who ministered in Devon and Cornwall) and its associated verbal and visual identity guidelines. The new brand was launched on September 23, 2009. The project won two Transform Awards in 2010.
The credibility of the Interbrand and Millward Brown
league tables have been cast into doubt by an article written in Marketing Week
by Mark Ritson . The lack of clear definitions and valuation dates in the both companies methodology raise questions about the subjectivity involved in brand valuations. Being part of multinational advertising groups, Interbrand and Millward Brown also suffer from the risk of objectivity. Transparency and objectivity are two of the requirements of the ISO 10668
standard of monetary brand valuations.
History
Interbrand was founded by John MurphyJohn Murphy (branding consultant)
John Matthew Murphy, born 1946 in Essex, pioneered the art of brand valuation, that is, measuring the accounting value of a company's brands as assets, and in so doing, he stimulated the development of branding as an aspect of business. Murphy founded Interbrand, one of the first branding...
, 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 decided to leave Dunlop and along with his wife opened Novamark, a product-naming consultancy. In 1979, to the benefit of its growing client roster, Novamark opened an office in New York, but under the name Interbrand. The new name reflected 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.
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. By going global, Interbrand improved its abilities to deal with cross-language and cross-cultural branding.
Case Studies
AT&TAfter SBC acquired AT&T in 2005 to form the largest telecommunications company in the United States, Interbrand New York was asked to position the new entity that would re-emerge as a category leader. Since then Interbrand has helped AT&T with several significant brand evolutions given their role as a driving force in a dynamic and constantly changing industry. In 2009, the company helped AT&T launch Rethink Possible. Rethink Possible is rooted in optimism and possibility. It represents a point of view and a lifestyle choice that can be fueled by what AT&T has to offer. Interbrand’s work for AT&T spans more than five years of progressive brand evolution and has helped AT&T seize opportunity at key inflection points of industry change.
Petroc
Following a merger between North Devon College
North Devon College
North Devon College was a further education college in Barnstaple, North Devon. It is now part of Petroc.-History:North Devon College first opened in 1952....
and East Devon College
East Devon College
East Devon College was a further education college situated in Tiverton, Devon, England. The college operated on four sites; the main campus being located in Tiverton, with three additional sites being located in Honiton, Exmouth and Tiverton. In 2005 the college enrolled 3,144 learners, of which...
, the newly combined institution had no over-arching character to help differentiate it against the region’s many competing colleges.
Interbrand’s challenge was to radically rebrand the newly formed institution, raise the profile of the new college, and reposition it as a leading institution above and beyond the reach of the immediate region.
The solution was the new name Petroc, which came from consultations with staff and students, (Saint Petroc
Saint Petroc
Saint Petroc is a 6th century Celtic Christian saint. He was born in Wales but primarily ministered to the Britons of Dumnonia which included the modern counties of Devon , Cornwall , and parts of Somerset and Dorset...
was a sixth century Celtic Christian who ministered in Devon and Cornwall) and its associated verbal and visual identity guidelines. The new brand was launched on September 23, 2009. The project won two Transform Awards in 2010.
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, known as "The Best Global Brands." 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.The credibility of the Interbrand and Millward Brown
BrandZ
BrandZ is a brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands...
league tables have been cast into doubt by an article written in Marketing Week
Marketing Week
Marketing Week is a magazine focused on the marketing industry in the UK. The magazine is based in London.The magazine is owned by the LSE-listed company Centaur Media plc. Among the senior staff are Publisher Sarah Gilchriest and Editor Mark Choueke. Its circulation is approximately 40,000, with...
by Mark Ritson . The lack of clear definitions and valuation dates in the both companies methodology raise questions about the subjectivity involved in brand valuations. Being part of multinational advertising groups, Interbrand and Millward Brown also suffer from the risk of objectivity. Transparency and objectivity are two of the requirements of the ISO 10668
ISO 10668
In 2007 the International Organization for Standardization , set up a task force to draft an International Standard on monetary brand valuation. After 3 years the ISO 10668 – Monetary Brand Valuation – was released in Autumn 2010...
standard of monetary brand valuations.
External links
- Interbrand Corporate Website
- Website of InterbrandHealth
- brandchannel - online magazine about branding, produced by Interbrand