# Interbrand
*Also known as Interbrand*

- Website: https://www.interbrand.com
- Location: New York, New York, United States
- Agent profile: https://directory.haycion.ai/agents/interbrand-com

> Global brand consultancy helping leading brands grow value through strategy, creativity, and brand economics.

Interbrand is a global brand consultancy that helps ambitious organizations grow brand value through strategy, creativity, and rigorous brand economics. For more than five decades, the firm has partnered with leading brands to shape how they are perceived, differentiated, and valued in the marketplace. Interbrand blends brand strategy, design, data and insights to define and execute Iconic Moves—bold, human-centered actions that spark desire, improve customer experience, and deliver measurable business results. Its work spans brand valuation, naming, architecture, identity, and experience design across industries and geographies. With a global network of thinkers and creatives, Interbrand helps organizations translate brand equity into enduring competitive advantage, aligning customers, employees and investors around a shared, future-focused vision. It emphasizes rigorous analytics and governance to ensure branding choices drive growth over the long term.

**Mission:** To help clients build iconic brands that drive business value through bold strategy, creative execution, and measurable branding.

## Products & Services

### [Best Global Brands report](https://interbrand.com/best-global-brands/global/)
*Product*
Analyze How Brands Drive Revenue and Value Creation Globally.

- **Brand Economics Framework** — Provides Insightful Brand Analysis
- **Longitudinal Brand Valuation** — Defines Brand Impact Over Time
- **Global Ranking and Benchmarks** — Establishes Industry Standards
- **Growth Roadmap** — Ensures Strategic Growth Plans
- **Methodology Review** — Ensures Up-to-Date Standards

### [Brand Architecture and Naming for SE Saudi Energy](https://interbrand.com/work/se-saudi-energy/)
*Service*
Transforms SE Saudi Energy into a multi-energy solutions provider with clear brand architecture and identity.

- **Brand Architecture and Portfolio Clarity** — Clarifies Brand Roles
- **Naming and Strategy Integration** — Aligns Future Direction
- **Identity System Development** — Ensure Visual Cohesion
- **Internal Alignment** — Promotes Stakeholder Engagement
- **Sound Identity Introduction** — Creates Distinctive Sound

### [Bugatti Brand Identity Refresh](https://interbrand.com/work/bugatti/)
*Service*
Repositions Bugatti as a holistic luxury brand with a modern identity and visual coherence.

- **Holistic Luxury Repositioning** — Rekindles Luxury Experience
- **Identity Refinement** — Enhances Brand Recognition
- **New Visual Identity System** — Revitalizes Brand Aesthetics
- **Macaron Integration** — Strengthens Brand Identity
- **Photography and Motion Language** — Enhances Customer Engagement

### [LEGO Brand Identity System](https://interbrand.com/work/lego/)
*Service*
Builds a cohesive and consistent brand experience across all touchpoints.

- **Cohesive Brand Identity System** — Ensures Visual Consistency
- **Five Design Principles** — Shapes Design Approach
- **Brand Portfolio Alignment** — Aligns Brand Strategy
- **Extensive Guidelines Library** — Guides Brand Expression

### [ViX Brand Identity and Voice](https://interbrand.com/work/vix/)
*Service*
Creates a compelling brand identity and voice for Latin audiences.

- **Consistent Brand Expression** — Encourages Brand Recognition
- **Global Latin Audience Focus** — Engages Latin Communities
- **Voice and Motion Principles** — Establishes Clear Communication
- **Logo Design** — Promotes Approachability

### [Juventus Brand Repositioning and Lifestyle Experiences](https://interbrand.com/work/juventus/)
*Service*
Transforms Juventus into a lifestyle brand with premium experiences beyond football.

- **New Category Positioning** — Positioned As A Lifestyle Brand
- **Premium Lifestyle Experiences** — Creates Exclusive Experiences
- **Cross-touchpoint Activation** — Engages Across Multiple Touchpoints

### [Matsukiyo Hong Kong flagship store concept](https://interbrand.com/work/matsukiyo/)
*Service*
A cutting-edge flagship store that captivates local and international audiences with Tokyo-inspired experiences.

- **Flagship store concept design** — Creates Unique Brand Experiences
- **TOKYO CHAOS experiential approach** — Offers Interactive Shopping Experiences
- **Workshop-driven development** — Facilitates Collaborative Design
- **Media Coverage and Attention** — Gains Rapid Visibility

### [Banamex Brand Strategy and Identity Relaunch](https://interbrand.com/articles/banamex-brand-strategy-identity/)
*Service*
Revitalizes Banamex's iconic brand heritage with a modern strategy and identity.

- **Inside-Out Brand Authenticity** — Ensures Authentic Brand Voice
- **Identity System Evolution** — Modernizes Brand Assets
- **Sonic Identity Refresh** — Strengthens Brand Recognition
- **Visual and Motion Refresh** — Enhances Visual Engagement

### [Allianz Brand Trust and Investment (Thinking Article)](https://interbrand.com/thinking/allianz-brand-trust/)
*Service*
Essential guidance on sustaining brand investment for long-term resilience and growth in insurance.

- **Data-driven brand performance** — Quantify Brand Contributions
- **Long-term investment guidance** — Promote Sustained Investment
- **Human-centered technology** — Enhance Customer Interactions
- **Balance Between Automation and Human Touch** — Maintain Human Touch

## Market Segments

- **Brand Strategy and Positioning**: Strategic frameworks and positioning that define brand purpose, target audiences, category moves and long-term growth priorities.
- **Brand Identity and Visual Systems**: Creation and refinement of visual, verbal, sonic and motion systems—type, color, photography, motion and voice—to ensure consistent, differentiated brand expression.
- **Brand Architecture and Naming**: Design of portfolio structure, naming and governance to clarify the roles of corporate, product and initiative brands and enable coherent expansion.
- **Brand Valuation and Analytics**: Measurement and valuation frameworks that quantify a brand’s contribution to revenue, provide benchmarking and inform investment and governance decisions.
- **Customer Experience and Experiential Design**: Design and activation of physical and digital experiences—flagship stores, stadiums, retail and lifestyle activations—that translate brand into moments and drive engagement.

## Ideal Customer Profiles

### Global Financial Services Brands
Global financial services brands seeking durable brand equity and governance.
- Industry: Financial Services, Banking, Insurance
- Geography: Global
- Pain points: Brand valuation gaps, cross-market inconsistencies, governance and naming challenges, and ROI reporting.
- Business goals: Increase brand equity, unify portfolios across markets, improve measurement and ROI.
- Positioning: Brand leadership through governance, analytics, and design systems that unify strategy across markets.

#### Persona: Chief Marketing Officer
- Needs: Clear ROI on branding, governance across markets
- Goals: Increase brand equity, global consistency
- Challenges: Fragmented markets, slow approvals, cross-border complexity
- Pain points: Inconsistent brand standards, delayed decision making, opaque measurement
- Solution: Leverages Best Global Brands insights and Allianz Brand Trust and Investment to drive ROI and cross-market consistency.

#### Persona: Brand Manager, Global Portfolio
- Needs: Portfolio-wide brand guidelines and measurable impact
- Goals: Harmonize branding across markets
- Challenges: Market-specific variations, scaling governance
- Pain points: Inconsistent asset usage, duplicate naming
- Solution: Guidance from Best Global Brands report and Allianz Brand Trust and Investment to harmonize branding across markets.

#### Persona: Head of Brand Governance
- Needs: Clear governance policies, naming standards, and metrics
- Goals: Establish durable governance across portfolio
- Challenges: Legacy systems, changing leadership
- Pain points: Policy drift, inconsistent metrics
- Solution: Provides governance playbooks, standardized metrics, and naming guidelines drawing on Best Global Brands and Allianz Brand Trust insights.

### Global Consumer Brand Leaders
Global consumer brands seeking cohesive brand systems and premium lifecycle experiences.
- Industry: Consumer Goods, Retail, Luxury, Entertainment
- Geography: Global
- Pain points: Maintaining brand consistency across channels; time-to-market; managing identity across stores, packaging, and digital
- Business goals: Deliver cohesive experiences, accelerate rebranding, cross-channel storytelling
- Positioning: Unifies brand systems and identities across channels to deliver consistent premium experiences.

#### Persona: Brand Creative Director
- Needs: Cohesive visual language across products and stores
- Goals: Deliver premium, consistent branding
- Challenges: Balancing heritage with modernization
- Pain points: Fragmented design systems
- Solution: LEGO Brand Identity System and Bugatti Brand Identity Refresh support unified visuals and guidelines across channels.

#### Persona: Retail Brand Manager
- Needs: Store and packaging consistency, global guidelines
- Goals: Align in-store experiences with digital
- Challenges: Multi-location execution
- Pain points: Asset misusage, long approval cycles
- Solution: Matsukiyo flagship store concept and LEGO Brand Identity System.

#### Persona: Marketing Director, Global Campaigns
- Needs: Global design principles, time-to-market
- Goals: Coordinated campaigns across markets
- Challenges: Version control
- Pain points: Asset duplication
- Solution: LEGO Brand Identity System and Best Global Brands insights.

#### Persona: Product Marketing Manager
- Needs: Clear brand architecture and naming guidelines
- Goals: Launch product lines with consistent branding
- Challenges: Naming conflicts
- Pain points: Inconsistent naming across products
- Solution: Brand Architecture and Naming for SE Saudi Energy.

### Global Media, Entertainment and Streaming Brands
Global media and streaming brands seeking distinctive identity and audience engagement.
- Industry: Media, Entertainment, Streaming
- Geography: Global
- Pain points: Audience fragmentation, platform-specific voice, content marketing complexity
- Business goals: Grow subscriber base, strengthen brand identity across platforms, improve cross-platform voice
- Positioning: Delivers a warm, consistent brand voice and identity across platforms to boost engagement.

#### Persona: Head of Brand Identity and Voice
- Needs: Consistent voice across platforms
- Goals: Enhance audience engagement
- Challenges: Voice drift across platforms
- Pain points: Inconsistent motion and voice guidelines
- Solution: ViX Brand Identity and Voice to standardize voice and identity; Best Global Brands insights.

#### Persona: Content Strategy Director
- Needs: Unified voice guidelines and motion identity
- Goals: Deliver coherent content strategy
- Challenges: Platform-specific adaptation
- Pain points: Voice drift, asset duplication
- Solution: ViX Brand Identity and Voice; Best Global Brands insights.

#### Persona: Marketing Director, Digital
- Needs: Guidelines for voice and motion identity
- Goals: Improve engagement metrics
- Challenges: Platform constraints
- Pain points: Asset misalignment
- Solution: ViX Brand Identity and Voice.

### Global Luxury and Premium Lifestyle Brands
Luxury lifestyle and premium brands seeking elevated identity and storytelling.
- Industry: Luxury, Automotive, Sports, Fashion, Experiences
- Geography: Global
- Pain points: Heritage preservation vs modernization; premium storytelling consistency across channels
- Business goals: Strengthen premium positioning, expand category experiences, cohesive visual system
- Positioning: Refines identity and storytelling to preserve heritage while expanding premium experiences.

#### Persona: Chief Creative Officer
- Needs: Cohesive expression across channels
- Goals: Elevate brand equity
- Challenges: Heritage modernization
- Pain points: Brand drift
- Solution: Bugatti Brand Identity Refresh; Juventus Brand Repositioning; LEGO Brand Identity System.

#### Persona: Brand Director Luxury
- Needs: Consistent luxury language
- Goals: Maintain premium aesthetics
- Challenges: Cross-channel consistency
- Pain points: Campaign fragmentation
- Solution: LEGO Brand Identity System; Bugatti Brand Identity Refresh

#### Persona: Marketing Director Experiences
- Needs: Storytelling across experiences
- Goals: Extend brand into premium experiences
- Challenges: Coordinating experiences across venues
- Pain points: Disjointed brand experiences
- Solution: Juventus Brand Repositioning and Lifestyle Experiences; Bugatti Brand Identity Refresh