The document discusses brand valuation company Interbrand. It explains that Interbrand uses a standardized methodology, certified by ISO, to calculate the exact value of brands. The methodology considers three factors: financial analysis of the company, the role of the brand, and brand strength. It then provides Interbrand's top 10 most valuable Mexican brands in 2014 as an example, noting that most are technology or service-based companies, indicating gaps that brands in Mexico can fill. Finally, it briefly discusses Interbrand's top global brands of 2015.

1. qwertyuiopasdfghjklzxcvbnmqwertyuiop
asdfghjklzxcvbnmqwertyuiopasdfghjklzxc
vbnmqwertyuiopasdfghjklzxcvbnmqwert
yuiopasdfghjklzxcvbnmqwertyuiopasdfgh
jklzxcvbnmqwertyuiopasdfghjklzxcvbnmq
wertyuiopasdfghjklzxcvbnmqwertyuiopa
sdfghjklzxcvbnmqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzxcvbnmqwerty
uiopasdfghjklzxcvbnmqwertyuiopasdfghj
klzxcvbnmqwertyuiopasdfghjklzxcvbnmq
wertyuiopasdfghjklzxcvbnmqwertyuiopa
sdfghjklzxcvbnmqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzxcvbnmrtyuiop
asdfghjklzxcvbnmqwertyuiopasdfghjklzxc
vbnmqwertyuiopasdfghjklzxcvbnmqwert
yuiopasdfghjklzxcvbnmqwertyuiopasdfgh
Interbrand Essay
24/02/2016
William Martínez

2. ABSTRACT
An investigation was made about how brands every day provide more added value and benefits
to consumers, and increase the utility of the companies through intangible assets.
Interbrand is intended to calculate the exact value of a brand through its Brand Valuation method
that has the certification ISO 10668: 2010 to carry out this method it is necessary to have the
three fundamental factors that determine the value of each brand.
A. Financial Analysis
B. Role of Brand
C. Brand Strength
Today is very important to know the value of our brand to make mergers, acquisitions or
develop positioning strategies.

3. ABSTRACT.
Se realizó una investigación acerca de las marcas, cada día brindan un mayor valor
agregado y un beneficio a los consumidores, además de incrementar la utilidad a las
empresas a través de activos intangibles.
Interbrand tiene el propósito de calcular el valor exacto de una marca a través de su
método de Valoración de Marca que cuenta con la certificación ISO 10668:2010, para
poder realizar este método es necesario poder contar con los tres factores fundamentales
que determinan el valor de cada marca.
A. Análisis financiero
B. Rol de Marca
C. Fortaleza de la marca
En la actualidad es muy importante conocer el valor de nuestra marca para poder realizar
fusiones, adquisiciones o para desarrollar estrategias de posicionamiento.

4. ABSTRACT
Était une enquête sur les marques et la façon dont ils fournissent un plus grand avantage pour les
consommateurs et génèrent plus de profits pour les entreprises à travers ses acctivos incorporels.
Interbrand est destiné à calculer la valeur exacte d'une marque à travers sa méthode de
Valorisation de la Marque qui a la certification ISO 10668: 2010 pour mener à bien cette
méthode, il est nécessaire d'avoir les trois facteurs fondamentaux qui déterminent la valeur de
chaque marque.
A. Analyse financière
B. Rôle de Marque
C. Force de la marque
Aujourd'hui est très important de connaître la valeur de notre marque à des fusions, acquisitions
ou de développer des stratégies de positionnement.

5. INTRODUCTION
Interbrand is the world’s leading brand consultancy, It helps its clients to archive theirs goals,
through a combinations of strategy, creativity, and technological. It has a network in 22 countries
with 29 offices around. Also delivers new ideas, brand intelligence, and create opportunities to
make grow a company. Thanks to Interbrand the world changed its perspective of how brands
were seen. Interbrand as pioneer in Brand Valuation has created its own method to know exactly
our brand value. This method contains three factors to see the brand value.
THE THREE FACTORS.
1. Financial Analysis. - Measures the financial scenario of the company, analyze the
returns on investment, sees the after-tax operating profit.
2. Role of Brand. - Measures the purchase decision, analyze external and internal facts,
such like price, convenience, product, etc.
3. Brand Strength. – Measures how easy is to the company to create loyalty, demand
and profit into the future.
Financial
Analysis
Role of
Brand
Brand
Strength
BRAND VALUE

6. METHOD USED BY INTERBRAND
(TOP 10) BEST MEXICAN BRANDS 2014
In Mexico the best brands are more dedicated to offer services that produce or develop
technology, that means that Mexico has a technological lack and foragers companies can fill it
making more known its brand.
Financial
Analysis
Role of
Brand
Brand
Strength
Financial
Analysis

7. Top 10 Best Global Brands 2015
Companies dedicated to produce technology, offer technological services or develop technology
are more than those companies that produce consumption goods, it is really important to mention
that technology has been growing in the past decades, all these global brands are very easily
identified just with its logo.
Resources:
 KOTLER P. (2012). MARKETINGMANAGEMENT. Not Identified: Pearson Education, Inc.
 Frampton J.. (2012). Cómo mide Interbrand el valor de una marca. February-23- 2016, de World
Of Business Ideas Sitio web: http://www.wobi.com/es/wbftv/jez-frampton-como-mide-
interbrand-el-valor-de-una-marca
 Carruthers B.. (2015). The value of brand valuations. 23/February/2016, de W. Warc Blog Sitio
web: https://www.warc.com/Blogs/The_value_of_brand_valuations.blog?ID=2195
 Pérez R.. (2004). Marca-País:Puesta a punto. WOBI,9, 168.