IB_Press_Release_BGB06

IB_Press_Release_BGB06 - Creating and managing brand value...

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Creating and managing brand value Interbrand Press Release The BusinessWeek/Interbrand Annual Ranking of the 2006 Best Global Brands Turnaround Performances from Nokia and Motorola (New York) July 28, 2006 – Leading global brand consultancy, Interbrand, has again teamed up with BusinessWeek to publish their annual ranking of the Best Global Brands by brand value. Now in its sixth year, the Best Global Brands report identifies the top 100 global brands that have managed to create and sustain strong performance in today’s competitive market. “In the majority of cases, those who made the ranking are proactively managing their businesses through a brand lens. They have recognized that their brand should be the central organizing principle given the incredible value they represent,” said Jez Frampton, CEO of Interbrand. “The need to measure and manage brand performance continues to be a critical priority for senior management as evidenced by the incredible interest shown in this ranking.” Brand values were determined using the method Interbrand pioneered nearly 20 years ago and has since used to value more than 4,000 brands. Brand value is calculated as the net present value of the earnings the brand is expected to generate and secure in the future for the time frame from July 1, 2005 to June 30, 2006. To be considered the brands must have a minimum brand value of US$2.7 bil- lion, achieve about one third of their earnings outside of their home country, have publicly available marketing and financial data, and have a wider public profile beyond their direct customer base. The ranking has produced many insights this year, chief among them, the turnaround performance of certain brands and some dramatic declines. “The results from this year’s ranking clearly demonstrate if brand owners do no positively and proactively manage their brand, the market will do it for them, leav- ing them in a vulnerable situation”, said Jeff Swystun, “Those who have turned around their performance or generally climbed in the ranking have employed specific strategies to leverage and grow the value of their brands.” 2006 Best Global Brands Highlights Turnaround Performances After year over year decline from 2000 to 2004, Nokia (#6) has regained its leadership position in the mobile telecom industry with growth in both the high and low ends of the market. Nokia’s scale has always made it competitive in the rapidly growing low priced segment, but a resurgence in design and a concentration on desirable features has meant that Nokia is now able to maintain its average selling price and reinvigorate its brand image with the high end consumer.
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This note was uploaded on 11/11/2010 for the course MA 6070 taught by Professor Peter during the Spring '10 term at Chowan University.

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IB_Press_Release_BGB06 - Creating and managing brand value...

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