How to measure a brand.
Interbrand's brand valuation methodology seeks to provide a rich and insightful analysis of your brand, providing a clear picture of how your brand is contributing to business results today, together with a road map of activities to ensure that it is delivering even more tomorrow.
The brand valuation model also provides a framework within which one-off business case modeling can be conducted to evaluate brand strategy options-such as positioning, architecture, and extension-and make the business case for brand change.
Finally, when Interbrand conducts valuations for financial reasons, we provide strategic branding recommendations, in addition to delivering a rigorously analyzed and defendable valuation number. This delivers value to the business – beyond the knowledge of the valuation amount.
Criteria for Inclusion
In 2010, our brand valuation methodology was the first to be certified as compliant with the requirements of the ISO 10668 international standard for monetary requirements for brand valuation.
There are several criteria for inclusion in Interbrand’s Best German Brands report. - The brand must be German by origin - There must be sufficient publicly available data on the brand’s financial performance - Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs - The brand must have a high public profile and awareness in the German market Due to these criteria, the airline industry has been excluded. This industry is highly capital intensive and, typically, operates on narrow margins. This means that airline brands struggle to achieve positive economic profits over the long term.
Having pioneered brand valuation in 1988, we have a deep understanding of the impact of strong brands on the key stakeholder groups that influence the performance of your business, namely (current and prospective) customers, employees, and investors. Strong brands influence customer choice and create loyalty; attract, retain and motivate talent; and lower the cost of financing, and our brand valuation methodology has been specifically designed to take all of these factors into account.
A strategic tool for ongoing brand management, valuation brings together market, brand, competitor, and financial data into a single framework within which the performance of the brand can be assessed, areas for improvement identified, and the financial impact of investing in the brand quantified.
Interbrand was the first company to have its methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and has played a key role in the development of the standard itself.
There are three key components in all of our valuations: an analysis of the financial performance of the branded products or services, of the role the brand plays in purchase decisions, and of the brand's competitive strength.
This measures the overall financial return to an organization's investors, or its "economic profit." Economic profit is the after-tax operating profit of the brand minus a charge for the capital used to generate the brand's revenue and margins.
Role of Brand
Role of Brand measures the portion of the purchase decision attributable to the brand, as opposed to other factors (for example, purchase drivers like price, convenience, or product features). The Role of Brand Index (RBI) quantifies this as a percentage. RBI determinations for Best German Brands derive, depending on the brand, from one of three methods: primary research, a review of historical roles of brands for companies in that industry, or expert panel assessment.
Brand Strength measures the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future. Brand Strength analysis is based on an evaluation across 10 factors that Interbrand believes make a strong brand. Performance on these factors is judged relative to other brands in the industry and relative to other world-class brands. The Brand Strength analysis delivers an insightful snapshot of the strengths and weaknesses of the brand and is used to generate a road map of activity to enhance the strength and value of the brand in the future.
Data Sources We believe that a robust brand valuation requires a holistic assessment that incorporates a wide range of information sources. In addition to our extensive desk research and expert panel assessment, the following data feeds are incorporated into our valuation models: