Renowned global brand consultants, Interbrand, released its most recent list of the Best Global Brands.
Interbrand’s brand strength assessment is combination of metrics – from internal data gathered from employee surveys, customer data on needs, desires and decision criteria, external brand tracking data, and customer understanding and engagement data.
A brand’s overall strength, scored out of 100 (with 50 being the competitive average), was a aggregate of 10 categories, each judged on a scored on a scale of 1-10. These categories were:
- Clarity
- Commitment
- Governance
- Responsiveness
- Relevance
- Authenticity
- Differentiation
- Consistency
- Presence
- Engagement
The world is changing, and so must brands. But if there’s no anchor at the heart of a brand, change can’t be sustained and can even be chaotic. At a time when a clear vision and an authentic purpose are critical to every organization, the values underpinning that purpose are what help hold it steady, and become the bones that prevent its collapse.
