VIAGRA Interbrand Iconic Brands Survey: The results (VI)

Each year, Interbrand produces an annual

Best Global Brands report, 

compiled using proprietary brand valuation methodology, which is comprised of three components:

• Financial forecast – which looks at current and future earnings that can be attributed to the brand

• Role of brand – determining the role that brand plays in driving decisions

• Brand strength – measuring how a brand is performing relative to its competitors.

The first factor we are going to explore is authenticity. Authenticity looks at the brand as being soundly based on an internal truth and capability. An authentic brand has a defined heritage and a well-grounded value set. It can deliver against the high expectations that customers have of it.

When evaluating the authenticity of a brand, we examine the extent to which the brand is seen as credible and genuine. We also look at whether the brand’s heritage and history are being maintained over time. Does the company or product deliver on its promise; do stakeholders trust what the company or product says; what is the brand’s history, longevity and the story it delivers to the market?

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