Posted: May 15th, 2015

The Global Brand Scorecard

Global Brand Score Card

The Business Week and Interbrand combine efforts every year to come up with a rank of the Best Global Brands (globalEdge, 2011). Stringent conditions are put forth by Interbrand for a brand to qualify for its listing. They rank the top 100 global brands in the world and provide data from the preceding years in a table. Having data from the preceding years is helpful in comparison and easy analysis (BusinessWeek, 2011).

Interbranding uses comprehensive factors, both external factors and internal factors, to determine an appropriate framework for managing and valuing brands. However, there is flexibility on the factors depending on the company so as to fit the unique context of the brand.

The internal factors considered include Clarity. Clarity is defined in terms of the value of the brand, position, and propositions of the brand. To determine the extent of clarity, they target audience’s and customers’ insights. It is important for clarity to be implemented internally and across the organization for a positive evaluation. Secondly, level of commitment to the brand is another internal factor that is evaluated. Interbrand points out the level of importance of the brand, extent of support in time, influence, and investment. Thirdly, protection of the brand is considered, issues of legal protection, propriety design and geographical scale. Finally, responsiveness is evaluated through looking at the brands ability to respond to market changes, challenges and opportunities. The brand’s reconstruction internally and renewed ability is taken into consideration in order to influence the market during fluctuations (Interbrand, 2011).