1. The document discusses how to build and manage brand value. It provides an overview of brand valuation methodology and lists some top global brands. 2. To create brand value, companies must recognize the brand as important, make it the guiding principle for all business decisions, and manage it to build strength both internally and how it is perceived externally. 3. Key factors that contribute to brand strength include clarity, commitment, protection, responsiveness, authenticity, relevance, differentiation, consistency, presence, and understanding. Managing all touchpoints to consistently deliver an authentic brand experience is important for building value.

1. Creating and managing brand value™

2. Some of our clients

3. Some of our names

5. 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.
$ %
B
1. Financial 2. Role of 3. Brand 4. Brand
analysis Brand Strength Value
Financial forecasts Shows where Diagnostic tool A single
form the foundation investment in measuring brand measure of the
of our valuation brand will have performance brand’s
the biggest impact relative to contribution to
competition business results

6. Top 10 Brands
2012 2011 Brand Value %
Rank Rank Brand USD m Change
1 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%

7. 2012 Biggest Climbers
02 20 09 73 18
Apple Amazon Samsung Nissan Oracle
+129% +46% +40% +30% +28%
76,568 $m 18,625 $m 32,893 $m 4,969 $m 22,126 $m

8. 2012 Biggest Decliners
1. 4.
5.
2.
3.

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

10. How do the world’s best brands ensure they create
brand value?
1. Recognise the importance of the brand
2. The brand is the guiding principle
3. Manage to build brand strength

11. 1. Recognise the importance of your
brand

12. “A brand is a living business asset, brought to life
across all touch points
which, if properly managed, creates identification,
differentiation and value”

13. Purchase decisions are never exclusively based on
factual evidence
Style: Hooded Sweatshirt vs. Style: Hooded Sweatshirt
Material: Cotton Material: Cotton
Features: Front Pocket Features: Front Pocket
Brand: Nike Brand: Mass private label
Price: $49.99 Price: $10.99

14. The brand plays a key role in purchase considerations
Total Purchase
Decision
Apparel Purchase
Considerations
Brand
Fit X%
Features
Price
Material
Style

15. RBI
100%
10%
20%
30%
40%
50%
60%
70%
90%
0%
80%
Luxury
Beverages
Alcohol
Role of brand by industry
Sporting Goods
Restaurants
Source: Interbrand Best Global Brands
Home Furnishings
Media
FMCG
Apparel
Automotive
Tobacco
Electronics
Internet Services
Brand is important for every industry
Business Services
Transportation
Computer Software
Energy
Financial Services
Diversified

16. 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

17. 2. The brand is the guiding principle

18. From this:
Finance
HR
Sales
Brand Traditional
Business Marketing Strategy communication
Strategy
Manufacturing/
retail operations
Distribution
R&D
Your Brand – an element of your communications
strategy

19. To: The central organizing principle
Finance
HR
Sales
Business Brand Marketing
strategy strategy
Manufacturing/
retail operations
Distribution
R&D
Your Brand – one vision that drives business
performance, culture,
experience and attitude

20. The brand lives in all touch points
PRODUCTS AND SERVICES PEOPLE AND BEHAVIOU
What sorts of products
What sort of
and services should the
skills and qualities
brand offer? What is
are we looking for? How do
the nature of our
want our people to behave?
service style or offer?
Brand Proposition
How do we want our
What is the key message
environments to look
we want to communicate?
and feel, both
What channels should we
physically and
use?
virtually?
ENVIRONMENTS AND CHANNELS COMMUNICATIONS

21. Products and services People and Behaviours
DOWNTOWN AT NIGHT
Environments and channels Communications

22. Products and services People and Behaviours
Guest recommendations
Download city guides
to read on the flight
Attention to detail- Informal and relaxed
The knowledge – our staff
on-brand bathroom discussion with the
amenities concierge
In the know
Environments Communications
Thoughtful local
amenity/gift with story Valuable mini city guides
Self service kiosk to go in the rooms
Book of city facts

23. 3. Manage to build brand strength

24. Brand Strength Factors
Authenticity
Clarity Relevance
Commitment Differentiation
INTERNAL EXTERNAL
FACTORS FACTORS Consistency
Protection
Responsiveness Presence
Understanding
| Presentation Title | Client Name | XX Month Year
24

25. Brand Strength Factors
INTERNAL Authenticity
Clarity Relevance
Commitment Differentiation
INTERNAL EXTERNAL
FACTORS FACTORS Consistency
Protection
Responsiveness Presence
Understanding

26. 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 Is the business clear on what
organization. the brand stands for?

27. 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?

28. 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?

29. 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?

30. Brand Strength Factors
EXTERNAL Authenticity
Clarity Relevance
Commitment Differentiation
INTERNAL EXTERNAL
FACTORS FACTORS Consistency
Protection
Responsiveness Presence
Understanding

31. 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?

32. 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?

33. 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?

34. 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?

35. 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?

36. 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?

37. Key elements for building brand value
1. Recognise the importance of the brand
2. The brand is the guiding principle
3. Manage to build brand strength

38. CONTACT US

39. Contact
Michael Benson
Regional Director
Interbrand
Creating and managing brand value
85 Strand
London WC2R 0DW
UK
T + 44 (0) 20 7554 1000
D: +44 (0) 207 554 1354
M + 44 (0) 7595 961388
www.interbrand.com
www.brandchannel.com