Interbrand’s brand valuation.

1. INTERBRAND’S BRAND VALUATION
SalvadorPalacios Benitez

2. ABSTRACT
Interbrand, is an organization dedicated to determinate the value of brands, it counts with a
international standard called ISO 10668.
Its objective is found the position of a brand in the market, and the differentiation within its
competitors, also they consider the financial status.
Interbrand has requirements that have to follow to form part of the ranking, one on them is to
have an stable economy, and be a global brand.
Brands are important to have a standard that sustain its economic stability and its position front
its competitors. It brings confidence that they are managing right its strategies of positioning.

3. ABSTARACT
Interbrand, una empresa dedicada a la evaluación de valoración de marcas, lo cual tiene como
respaldo el estándar internacional ISO 10668.
Tiene comoobjetivoencontraren posicióndentro del mercado se encuentra una marca, y que la
diferencia dentro de sus competidores, así como su estado financiero también es tomado en
cuenta.
Se tienenrequisitosloscualesdebende cumplirse parapoderserconsideradosdentrodel ranking,
como una economía estable, así como ser una marca reconocida a nivel global.
Para las marcas es muy importante tener algo que sustente su estabilidad económica y su
posicionamiento,yaque dependede estosuvaloraciónfrente asuscompetidores,ademásde que
les brinda confianza de que están haciendo de manera correcta sus estrategias de
posicionamiento.

4. ABSTRACT
interbrand,une société dédiée àl'évaluationde lavalorisationde la marque, qui est garanti par la
norme internationale ISO 10668.
Vise àtrouveren positionsurle marché estune marque,etque la différence de leurs concurrents
et leur situation financière est également prise en compte.
exigences qui doivent être remplies pour être pris en compte dans le classement, comme une
économie stable tout en étant une marque reconnue à l'échelle mondiale ont.
Pourles marques,il esttrèsimportantd'avoirquelque chose qui soutientla stabilité économique
et sa position,carelle dépendde cette évaluationparrapportà sesconcurrents,plusil leurdonne
la confiance qu'ils font stratégies de positionnement correctement.

5. INTERBRAND
¨Interbrand'sbrandvaluationmethodologyseeks 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 valuationmodel alsoprovides information about the company business modeling can
be an evaluate brand and the strategy to positioning, architecture, and extension-and make the
business case for brand change.
ISO 10668 is an international standard that determines the minimum
standard requirements for methods to evaluate a major brand. Some
requirements for brands are be a consistent and reliable for valuation
approach to be taken into account aspects such as financial or legal. The certification program
based on the ISO 10668 standard was developed in collaboration with the Austrian Institute of
certification that it has established that the Interbrand valuation method conforms to the ISO
10668 standard.
Brand valuation configures a common language around which a company can be driven and
organized.Brandperformance canbe measuredintenfactors,whichare assignedtothe different
functionsof the company,buildinga sense of commitment and responsibility mark on the entire
organization.

6. These requirements-thatabrandbe global,visible,andrelativelytransparentwithfinancial status.
Some brands have the option to be excluded to show its financial status, like Google, Microsoft,
Coca-Cola, because these are expected to appear in the ranking.
Brand strength measures the ability to create brand loyalty and, thus, continue to generate
demandandprofitsinthe future. The performance of these factors is judged in relation to other
brands in the industry and other world-class brands.

7. The rankingof the most valuable brandsin2015
To form part of the Interbrandranking,the brandhas to have global presence,alsoisnecessary to
evaluate these aspects:financialstatus,importanceof brandingandcompetitive benchmark.The
methodologyhasaninternationalstandard ISO10668 to evaluate brands.

8. Bibliography
Datamonitor . (2016). Methodology. febrero 22, 2016, de Thomson Reuters and company annual
reports Sitio web: http://interbrand.com/best-brands/best-global-brands/methodology/
Mark Ritson(2006), “Mark Ritsononbranding:Gettingto bottomline of brandequity”,Marketing
Magazine.
Fernández,P.(2001), “Valoraciónde empresas:Cómomedirygestionarlacreaciónde valor,”
Gestión2000, Barcelona,España