Top 100 Interbrand In The World – Rank no.23 – American Express – US
|Traded as||NYSE: AXP
S&P 500 Component
|Industry||Banking, Financial services|
|Predecessor(s)||Livingston, Fargo & Company
Wells, Butterfield & Company
Wells & Company
|Founded||Buffalo, New York, United States (1850)|
|Headquarters||Three World Financial Center,
New York City, New York, U.S.
|Key people||Kenneth Chenault
(Chairman & CEO)
|Products||Charge card, credit cards,traveler’s cheque|
|Services||Finance, insurance, travel|
|Revenue||US$ 33.80 billion (2012)|
|Operating income||US$ 6.451 billion (2012)|
|Net income||US$ 4.482 billion (2012)|
|Total assets||US$ 153.00 billion (2012)|
|Total equity||US$ 19.00 billion (2012)|
Interbrand, a division of Omnicom, is an American global branding consultancy, specializing in vast brand services including brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming. Today, Interbrand is among the world’s largest brand consultancies, having grown to include 42 offices in 28 countries.
Interbrand was founded by John Murphy, a native of Essex in the United Kingdom. His interest in branding design began while working in the corporate planning and marketing department at Dunlop Corporation, a leader in the tire industry.
In 1974, Murphy decided to leave Dunlop and along with his wife opened Novamark, a product-naming consultancy. In 1979, to the benefit of its growing client roster, Novamark opened an office in New York, but under the name Interbrand. The new name reflected a shift in the company’s offerings. No longer focused on naming and registering trademarks alone, the company was now involved in the more encompassing activity of brand strategy and design.
Throughout the 1970s and 1980s international offices were opened, including Tokyo and Frankfurt, Milan, Los Angeles, and Melbourne — all offering a full range of branding services: brand valuation, new product development, naming, legal searches, and graphic design.
In 1993, Interbrand was acquired by the Omnicom Group, and throughout the 1990s and 2000s expanded their service capabilities by acquiring leading branding and identity consultancies in the UK, Asia-Pacific, South America, Germany, and in South Africa. By going global, Interbrand improved its abilities to deal with cross-language and cross-cultural branding.
Interbrand has refined its brand valuation into a five-step Economic Value Added methodology. Through a similar methodology, Interbrand releases an annual ranking of the best global brands, which valuates each brand’s financial performance, role, and strength. The annual report, “Best Global Brands," was published in BusinessWeek until 2009; Interbrand assumed sole authorship in 2010.To qualify, brands must have a presence on at least three major continents, and must have broad geographic coverage in growing and emerging markets. Thirty percent of revenues must come from outside the home country, and no more than fifty percent of revenues should come from any one continent.