Creating and managing brand value™

Some of our clients

Some of our names

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Combining brand analysis with a financial model of the business allows us to arrive at a single measure of the brand’s contribution to business results. Brand value.

2. Role of Brand

Shows where investment in brand will have the biggest impact

3. Brand Strength

Diagnostic tool measuring brand performance relative to competition

1. Financial analysis

Financial forecasts form the foundation of our valuation

4. Brand Value

A single measure of the brand’s contribution to business results

Top 10 Brands

2012 Rank

2011 Rank Brand

Brand Value USD

m%

Change1 1 77,839 8%

2 8 76,568 129%

3 2 75,532 8%

4 4 69,726 26%

5 3 57,853 -2%

6 5 43,682 2%

7 6 40,062 13%

8 7 39,385 12%

9 17 32,893 40%

10 11 30,280 9%

2012 Biggest Climbers

Apple+129%

76,568 $m

02Amazon+46%

18,625 $m

20Samsung+40%

32,893 $m

09Nissan+30%

4,969 $m

73Oracle+28%

22,126 $m

18

2012 Biggest Decliners

1.

2.

3.

4.

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How do the world’s best brands ensure they create brand value?

How do the world’s best brands ensure they create brand value?

1. Recognise the importance of the brand2. The brand is the guiding principle3. Manage to build brand strength

1. Recognise the importance of your brand

“A brand is a living business asset, brought to life across all touch points

which, if properly managed, creates identification, differentiation and value”

Purchase decisions are never exclusively based on factual evidence

vs.Style: Hooded Sweatshirt

Style: Hooded SweatshirtMaterial: Cotton

Features: Front PocketMaterial: CottonFeatures: Front Pocket

Price: $49.99 Price: $10.99Brand: Nike Brand: Mass private label

The brand plays a key role in purchase considerations

Apparel Purchase Considerations

FitFeatures

PriceMaterial

Brand

Style

X%

Total Purchase Decision

Brand is important for every industry

Luxu

ry

Beve

rage

s

Alco

hol

Spor

ting

Good

s

Rest

aura

nts

Hom

e Fu

rnish

ings

Medi

a

FMCG

Appa

rel

Auto

mot

ive

Toba

cco

Elec

troni

cs

Inte

rnet

Ser

vice

s

Busin

ess S

ervi

ces

Tran

spor

tatio

n

Com

pute

r Sof

twar

e

Ener

gy

Finan

cial S

ervi

ces

Dive

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ed

0%10%20%30%40%50%60%70%80%90%

100%

Role of brand by industrySource: Interbrand Best Global Brands

RBI

Your brand drives current and future business value

Drive choice Generate revenue

Command a premium

Increase margins and profitability

Secure loyalty Build market share

Indirect benefits Reduce operating costs

2. The brand is the guiding principle

From this:

Your Brand – an element of your communications strategy

Business Strategy

Sales

Marketing

Manufacturing/retail operations

Distribution

R&D

Finance

Brand Strategy

Traditional communication

HR

To: The central organizing principle

Sales

Marketing

Manufacturing/retail operations

Distribution

R&D

Finance

HR

Brand strategy

Businessstrategy

Your Brand – one vision that drives business performance, culture, experience and attitude

The brand lives in all touch points

What sorts of products and services should the brand offer? What is the nature of our service style or offer?

PRODUCTS AND SERVICES

How do we want our environments to look and feel, both physically and virtually?

ENVIRONMENTS AND CHANNELS

What sort of skills and qualities are we looking for? How do we want our people to behave?

PEOPLE AND BEHAVIOURS

What is the key message we want to communicate? What channels should we use?

COMMUNICATIONS

Brand Proposition

DOWNTOWN AT NIGHTCommunications

People and Behaviours

Environments and channels

Products and services

Products and services

Communications

People and Behaviours

Environments

Informal and relaxed discussion with the concierge

Guest recommendationsDownload city guides to read on the flight

Valuable mini city guides to go in the rooms

Book of city facts

Thoughtful local amenity/gift with story

Attention to detail- on-brand bathroom amenities

Self service kiosk

The knowledge – our staff

In the know

3. Manage to build brand strength

Brand Strength Factors

| Presentation Title | Client Name | XX Month Year24

Authenticity

Relevance

Differentiation

Consistency

Presence

Understanding

Clarity

Commitment

Protection

Responsiveness

EXTERNALFACTORS

INTERNALFACTORS

Brand Strength FactorsINTERNAL

Authenticity

Relevance

Differentiation

Consistency

Presence

Understanding

Clarity

Commitment

Protection

Responsiveness

EXTERNALFACTORS

INTERNALFACTORS

Clarity

Clarity internally about what the brand stands for in terms of its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because so much hinges on this, it is vital that these are articulated internally and shared across the organization. Is the business clear on what

the brand stands for?

Commitment

A measure of an organization’s internal commitment to or belief in its brand.Commitment is the extent to which the brand receives support in terms of time, influence and investment.

Is the brand being considered in your business decision making?

Protection

How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or design, scale or geographical spread.

Can the business protect the brand and what makes it special?

Responsiveness

The ability to respond to market changes, challenges and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.

Is the business responsive to changes in the market and customer needs?

Brand Strength FactorsEXTERNAL

Authenticity

Relevance

Differentiation

Consistency

Presence

Understanding

Clarity

Commitment

Protection

Responsiveness

EXTERNALFACTORS

INTERNALFACTORS

Authenticity

The brand is soundly based on an internal truth and capability. It has a defined heritage and a well grounded value set. It can deliver against the (high) expectations that customers have of it.

How can your business build brand authenticity?

Relevance

The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.

Is your brand clear about who it is targeting? And is it addressing their rational and emotional needs?

Differentiation

The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.

What makes your brand different and better than the competition?

Consistency

The degree to which a brand is experienced without fail across all touchpoints or formats.

Can your business deliver an engaging brand experience across all touch points?

Presence

The degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.

Is your brand in all parts of your target consumers lives?

Understanding

The brand is not only recognized by customers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics.

Are you clear what you want to be known for?

Key elements for building brand value

1. Recognise the importance of the brand2. The brand is the guiding principle3. Manage to build brand strength

CONTACT US

Contact

Michael BensonRegional Director

InterbrandCreating and managing brand value

85 StrandLondon WC2R 0DWUK

T  + 44 (0) 20 7554 1000D: +44 (0) 207 554 1354M + 44 (0) 7595 961388www.interbrand.comwww.brandchannel.com