This is a brief overview of how Interbrand works Theory: The formula (Espiell, 2009) used in this method: (Σ ) Where Van Present value of the brand Total income attributed to the product identified with the s brand in tangible costs attributed to the product identified by the brand in s Income attributable to intangibles in the year s s Number of years since today Discount rate d 73 M ‰ of income attributable to the intangible on brand exclusively F ‰ on the reliability of the income attributable to the mark

1. 21-2-2016 How does
Interbrand values
a Brand?
Denisse Reséndiz Serpel
EBC- Promoción Internacional

2. Abstract
Objective: The objective of the next document is to determinate and explain how
does Interbrand Value a brand and give it a market value.
Objectives: Identify what company intern and extern factors influence directly at the
market value of the brand.
Solution: We will search and interpreted the variables and values that Interbrand
take in consideration to give a market value to de brand.
Project order:
 Introduction
 ¿What is value a brand?
 Aspects to Evaluate and value
 Calculate the market value
 Top ten of best value brands by Interbrand
 Conclusions
Abstract
Objetivo: El objetivo del siguiente es determina y explicar cómo es que Interbrand
evalúa y da valor a una marca.
Objetivos: Identificar qué factores empresariales internos y externos influyen en el
valor de una marca y como el valor de la marca influye directamente en el producto,
al darle valor a una empresa en la mente del consumidor.
Solución: Vamos a buscar los valores y variables que Interbrand mide para valorar
a un marcar y como es que les da valor.
Esquema del proyecto:
Para poder entender como es que Interbrand valora las marcas es necesario
conocer generalmente que es Interbrand y como ha tomado credibilidad en el
mercado.
 Introducción
 ¿Qué es evaluar una marca?
 Variables a evaluar y valores
 Cálculos de valor de la marca
 Top ten de las marcas mejor evaluadas por Interbrand
 Conclusiones

3. Abstract
Objectif: Le but de cela est déterminé et expliquer comment Interbrand évalue et
donne de la valeur à une marque.
Objectifs: identifier les facteurs commerciaux internes et externes influencent la
valeur d'une marque comme la valeur de la marque influe directement sur le produit,
pour donner de la valeur à une entreprise dans l'esprit du consommateur.
Solution: Trouvons les valeurs et les variables Interbrand des mesures pour évaluer
une marque comme il est que leur donne la valeur.
Description du projet: Pour comprendre comment cela est que les marques
Interbrand valeur ont généralement besoin de savoir qu'il est pris comme Interbrand
et la crédibilité sur le marché.
• Présentation
• Qu'est-ce qu'il est d'évaluer une marque?
• Variables évaluer et les valeurs
• Calculs de la valeur de la marque
• Top dix des meilleures marques évaluées par Interbrand
• Conclusions

4. Introduction
Now in days we are everyday being exposed to a lot of brands, and we also use this
brands to refer us to an specific product, for example the Kleenex we always say
Kleenex we never use the word tissues to ask for a Kleenex so the brand in this
product is everything this brand is so well positioned that has an important market
value.
But how we know the price off that brand, a brand is something so intangible that is
difficult to determinate a monetary value, but now in days are more companies that
are dedicated to determinate a value to the brands, we have brand Z and other ones
but we will study how Interbrand do it, Interbrand is a worldwide company that value
some internal and external aspects that the brand has in the market and depend on
the impact that they have, they give it a different score in other to do quantifiable the
value of a brand, and the impact that the brand has on the product and on the market
value of the company.

5. ¿What is value a brand?
In simple words this is determinate which is the cost in money of use that name in a
product
Aspects to value
Aspects to value Definition Maximun
Score
Leadership Capacity brand serve as market
leader and to hold a dominant market
share. A leading brand tends to be
more stable and powerful.
25
Stability The ability of the brand to retain
customer loyalty over long periods of
time. It refers to the time of existence
of the brand.
15
Marketing Certain markets mean greater
opportunities for growth and sales for
brands than others. Examines
whether the market is volatile , and if
you have high barriers to entry
10
Support Brands that receive heavy
investments tend to be more valuable
than they are " homeless
25
Protection It has to do with legal issues related
to the legal protection of a brand
10
International image An international brand has greater
potential to expand a regional or
local. Global brands are more
prestigious
10
Tendency Capacity of the brand to stay relevant
to consumers and consistency of
perceptions
5
Force of the brand 100

6. Calculate a market value
Then Interbrand compare your brand with other brands of the same sector than
yours, and the asig a market value depend of the score and place that your brand
takes on the sector.
Puntuación
máxima
Brand U Brand E Brand M Brand C
Leadership 25 12 20 14 10
Stability 15 10 12 8 6
Marketing 10 8 8 8 6
Support 25 12 12 8 15
Protection 10 7 8 7 6
International
image
10 6 8 8 6
Tendency 5 5 5 5 5
Force of the
brand
100 60 73 58 54
Multiplo* 3,63 4,42 3,51 3,27
Top ten of the most value brands by
Interbrand

7. Conclusions
Its difficult to apply a monetary value to a brand because this is something intangible
but with some methods and different aspect to value we can have a value on the
market, but as we already know a brand has a value on a product and sometimes is
most important the brand that is selling a product that the product, because of that
is important to considerer the price of use that name, what does it means.
Resources:
• Kotler, P. (2012). Direccion de marketing. [Place of publication not identified]:
Pearson Education.
• Revista Merca2.0,. (2014). Interbrand publica las20 mejoresmarcas del retail
en América Latina | Revista Merca2.0. Retrieved 21 February 2016, from
http://www.merca20.com/interbrand-publica-las-20-mejores-marcas-del-
retail-en-america-latina/
• Ardila, I. (2015). Las 100 marcas más importantes del mundo en 2015 según
Interbrand | Revista PyM. Revistapym.com.co. Retrieved 21 February 2016,
from http://www.revistapym.com.co/destacados/las-100-marcas-m-s-
importantes-mundo-2015-seg-n-interbrand
• Stand Apart,. (2016). Stand Apart - Interbrand Australia. Retrieved 21
February 2016, from http://standapart.com.au/