Interbrand CEO: Brands Must Share Leadership Across All Departments

Jerry Preyss, CEO at Interbrand, believes that brands must align all activities and leadership must be shared across all company departments.

For the 14th consecutive year, Interbrand released its rankings of best brands. The Best Global Brands 2013 report highlights Interbrand’s ranking of the Top 100 public global brands based on various criteria.

One component of the Interbrand’s methodology is Brand Strength framework. This is a diagnostic tool that delivers actionable insights, letting companies know what to do next, rather than providing a rear-view mirror of past performance.

There are several criteria for inclusion in Interbrand’s annual Best Global Brands report. The brand must be truly global and needs to have successfully transcended geographic and cultural boundaries. It must have expanded across the established economic centers of the world, and be establishing a presence in the major markets of the future. In measurable terms, this requires that:

At least 30% of revenue must come from outside the brand’s home region

It must have a presence in at least three major continents, as well as broad geographic coverage in emerging markets

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 public profile and awareness above and beyond its own marketplace.

These requirements exclude privately held companies.

Interbrand uses the following in its methodology: financial analysis, role of brand, and brand strength.

“We think this report can help companies compete and differentiate,” Preyss told Loyalty 360. “We try and evaluate which companies are doing the best job from a branding standpoint, trying to find consistency in brand.”

Preyss said the report is the biggest one available that examines best branding practices.

“It’s Christmas for us,” he said. “It’s about understanding the totality of everything a company does that lets it deliver that single thing that makes them different from anyone else in the market place. We look at brands as the totality of everything a company does to distinguish itself in the business space it operates in.”

Preyss said the theme of this year’s report is leadership.

“It’s the biggest phenomenon occurring with brands,” he said. “Leadership has to be shared from a branding standpoint, from the top down, starting with CEOs and spread across all departments of the company. Companies positioned best are eliminating all of the paradigm that’s been confining to them. Connecting the value proposition of a brand to every activity within the company so everything a company does is clear to the customers.”


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