Interbrand Enhances Brand Valuation Methodology with Data Provided by Twitter
NEW YORK, New York (7 October 2014) – As Interbrand, the world’s leading brand consultancy, prepares to launch its 15th Best Global Brands report, it is pleased to announce that social media data supplied by Twitter, the San Francisco-based social networking service provider, has been incorporated into its methodological process.
Twitter will provide Interbrand with key high-level metrics—metrics that will enable Interbrand to take social media performance into account within its proprietary Brand Strength Scores. (Interbrand’s Brand Strength Scores play a key role in its valuation methodology. The Brand Strength Score takes into account both external and internal factors that contribute to a brand’s strength in the marketplace. The higher a brand’s Brand Strength Score, the stronger its competitive advantage.)
“I am delighted to announce that Twitter is supplying Interbrand with additional data that will be incorporated into our proprietary valuation methodologies,” said Interbrand’s Global CEO, Jez Frampton. “We always tell our clients that big data is actually very personal—and that the future of business will be personal as a result.”
The addition of Twitter metrics to Interbrand’s existing and robust data set employed for Best Global Brands will enable Interbrand analysts to uncover deeper strategic insights around social media usage and presence–insights that modern and dynamic brands need in order to stay competitive.
“The ability for brands and people to interact in a public, social way has presented a tremendous opportunity for our data to determine the pulse of consumer perception about a brand,” said Joel Lunenfeld, VP of Global Brand Strategy at Twitter. “For years, Interbrand has been the leading authority on brand value and perception, and we’re thrilled to be providing Twitter data to enhance Interbrand’s annual Best Global Brands ranking.”