Interbrand

1. INTERBRAND (brand valuation)
By:
Israel Eduardo Bernal Esquivel

2. Introduction
Interbrand or Eurobrand established international brand values ​​based
on quantitative and subjective factors. The count made by Interbrand
includes 100 brands. For more than 25 years ago Interbrand , which has
40 offices around the world , has a department which is responsible for
calculating the exact value that a brand has in the company.

3. • Interbrand publishes an annual ranking of best global brands , each
brand that values ​​financial performance , paper, and strength. The
annual " Best Global Brands " was published in BusinessWeek until
2009 ; Interbrand assumed sole responsibility in 2010. To qualify ,
brands must have a presence in at least three continents and must
have a broad geographical coverage in the growing and emerging
markets. Thirty percent of revenues must come from outside the
country, and no more than fifty percent of the revenue must come on
the same continent .

4. Theory
Branding is not only to design, but is also a strategy, it was one of the conclusions
mentioned by Fernando Barrenechea, consulting & strategy director at Interbrand,
during the keynote address of Branding in La Salle. Barrenechea said the branding
is in a third era. The first was created to identify, when brands were built around a
strong identity. While the second was, is the value, just after they realized that the
brand companies not only served to distinguish and began to quantify the value of
brands. The third, which we are experiencing today-is the experience, that is,
where the consumer really has taken power, Berrenechea said. The reality is that
now is the consumer who decides, because before people could not attend or
brand advertising, but today is an absolute interaction: The consumer is the one
who creates the brand's director of Interbrand said that brands have the ability to
change the world so they should have more commitment to society. A determining
factor if thinks the branding goes beyond the design and the blank in a company is
the CEO, who must ensure permeate all areas with this philosophy and internal
culture. Moreover, Barrenechea said that this important asset of the brands create
human connections, which can be feelings, why create loyalty, but to do so must be
unique, inspiring and authentic

5. Interbrand methodology is the first of its kind to be certified ISO . To
develop the report, Interbrand examines three key aspects that
contribute to the value of a brand : The financial performance of the
branded products or services The role of the brand to influence
consumer choice The strength of the brand has to command a
premium , and insurance revenue for the company . In addition ,
another important value of the brand and positioning strategy aspect is
the study of the points of difference and equality. The points of
difference are defined as features that consumers associate with a
brand . Are identified that are relevant , unique , credible and reliable.
Points refer to parity associations are not exclusive to one brand, but
are common with other brands and compete effectively allow.

6. Abstracto
• Hoy las marcas son uno de los activos más importantes de la
compañía, capaces de generar valor más allá de los productos y
servicios, más allá de sus activos y patrimonio.
• Cuanto más intangible sea la propuesta de valor, más peso tiene la
marca en ella.
• La Marca no aumenta las ventas, pero sí que ofrecer una herramienta
para generar más valor a la compañía.
En fin, dime cuanto vales y te diré quién eres.

7. Abstract
• Today Marks son one of the most important : Company assets
capable of generating value beyond the products and services ,
beyond its assets and equity .
• The more sea Reservations intangible value proposition , more weight
is marked on it.
• Brand without increasing sales , but if you offer a tool to generate
more value to the company .
Anyway , tell me your worth and I will tell you who you are.

8. • Aujourd'hui Marks fils d'un des plus importants : les actifs de la
Société , capables de générer une valeur au-delà des produits et
services , au-delà de ses actifs et de l'équité .
• La valeur intangible proposition plus de réservations sur la mer , plus
de poids est marqué sur elle .
• Marque sans l'augmentation des ventes , mais si vous offrez un outil
pour générer plus de valeur à l'entreprise .
Quoi qu'il en soit , dites-moi votre valeur et je te dirai qui tu es .
Abstrait

9. Bibliography
• BOOK:
Águeda Esteban Talaya, Carlota Lorenzo Romero . (2013). Dirección comercial. Madrid:
ESIC.
• BLOG:
ENLOSMEDIOS. (21/11/15). Tercera era de la marca: Interbrand. 20/02/16, de Hoy en La
Salle, EN LOS MEDIOS Sitio web: http://hoy.lasalle.mx/tercera-era-de-la-marca-
interbrand/
• MAGAZINE 1:
Forbes staff. (2016). Las 10 marcas más valiosas, según Interbrand. 20/02/16, de Forbes
México Sitio web: http://www.forbes.com.mx/las-10-marcas-mas-valiosas-segun-
interbrand/
• MAGAZINE 2:
Redacción. (2011). La metodología de valoración de marcas de Interbrand, la primera en
obtener un certificado ISO. 20/02/16, de PuroMarketing Sitio web:
http://www.puromarketing.com/3/8541/metodologia-valoracion-marcas-interbrand-
primera-obtener-certificado.html