INTERBRAND

BY:LEYSLHY RIVERO

P á g i n a | 1

ABSTRACTInterbrand has a function to value brands; they account the value inside the market, but not

excluding the value inside the business. Its objective is known the position of the brand and the

straightness front competitors.

To the value of a brand has to have the financial aspects, customers’ loyalty, and the

differentiation front competitors.

Interbrand, has a international certification that supports in methodology, make it trustworthy

known ISO 10668. The value of a brand has to complete the requirements, it has to be transparent

in their financial status, be a popular brand or have an elevate position.

Not all brands are considered because it is an international value. They public a ranking of areas or

counties, but the requirements are the same.

BY: LEYSLHY RIVERO

P á g i n a | 2

ABSTRACTInterbrand, se encarga de evaluar marcas, tomando en cuenta su valor dentro del mercado, pero

sin descartar el valor dentro de los negocios. Tiene como objetivo saber cuál es la posición de la

marca y que tan fuerte ante sus competidores.

Para la valoración de una marca se toma en cuenta aspectos financieros, lealtad de los

consumidores o clientes, y que tanto se diferencia de los competidores.

Interbrand cuenta con una certificación la cual sustenta que su método de valoración es confiable

y de manera internacional, conocida como ISO 10668. Pero para esta valoración la marca debe

cumplir con los requisitos que se piden, lo cual es ser transparente con estados financieros, ser

conocida o tener un estándar de posicionamiento elevado.

No cualquier marca puede ser considerada, ya que es una valoración a nivel global. Se tiene

también un ranking dentro de países o áreas, pero deben de cumplir con los mismos requisitos.

BY: LEYSLHY RIVERO

P á g i n a | 3

ABSTRACTInterbrand a pour fonction de marques de valeur; Ils représentent la valeur à l'intérieur du

marché, mais pas l'exclusion de la valeur à l'intérieur de l'entreprise. Connu Son objectif est la

position de la marque et les concurrents rectitude avant.

Pour la valeur d'une marque doit avoir les aspects financiers, la fidélité des clients et les

concurrents différenciation avant.

Interbrand, vous devez qui prend en charge la certification internationale de méthodologie, faire

confiance ISO connu 10668. La valeur d'une marque doit remplir les exigences, elle doit être

transparente dans leur situation financière, une marque populaire ou ont une position Elevate.

Toutes les marques ne sont pas considérer, car il est une valeur internationale. Ils un classement

public des régions ou des comtés, mais les exigences sont les mêmes.

INTERBRANDBY: LEYSLHY RIVERO

P á g i n a | 4

¨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¨.

Interbrand count with a system to evaluate the value of a Brand, this means that they value the

position that their customers have in mind the brand, but the most important is how loyalty their

customers are.

The value of a brand has a international methodology, that sustain the information and the

ranking, it is called ISO 10668.

Its methodology consists of three aspects:

FIANCIAL PERFOMANCE: Measure the profits generated by the branding products

and services. It’s the contribution of the brand by business results.

BY: LEYSLHY RIVERO

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INFLUENECE IN CUSTOMERS CHOICE: is the decision to porches the relative to the

brand, like price, design, style.

STRAIGHT OF THE BRAND RELATIVE TO THE COMPETITION: Measure the brand

performance relative to competition. Identify areas of highest business impact.

A strong brand can influence in customers choice, and make them try their new products,

then prices are irrelevant, but also the design.

To form part of the Best Global brands, a company has to be global, but the most

important, the company´s brand has to be a recognized brand and has presence by almost

all the world. Also another requirement is to be transparent with financial results, the

unique exception to public financial results are the brands that are expected to be in the

ranking.

Also, interbrand makes a ranking by country or area that shows you how powerful is the

brand.

Interbrand, also makes recommendations for the brands to improve its strategies.

We have an example of, what were the most valuable brands in Mexico in 2014.

BY: LEYSLHY RIVERO

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TELCEL has been a notorious brand, everybody knows what does it offers, it is the principal

telecommunication in the country.

Interbrand has a powerful methodology that brands trust in the ranking. This methodology has a

global method system that approves its way to valuate a brand called ISO 10668; it requires three

aspects: financial performance, influence in customers, and its differentiation from competitors.

All participant brands require a global participation.

Sources:

BY: LEYSLHY RIVERO

P á g i n a | 7

Datamonitor . (2016). Methodology. febrero 22, 2016, de Thomson Reuters and company

annual reports Sitio web:

http://interbrand.com/best-brands/best-global-brands/methodology/

Keller, K. (2008), “Strategic brand management: building, measuring, and managing brand

equity”, Pearson Prentice Hall, New Jersey, p. 421

ISO 10668 (2010), “Brand evaluation – Requirements for monetary brand valuation”

Mark Ritson (2006), “Mark Ritson on branding: Getting to bottom line of brand equity”,

Marketing Magazine.

BY: LEYSLHY RIVERO