Interbrand to grow market penetration in Sri Lanka

• World’s leading brand consultancy and MND to take Sri Lankan brands global

Interbrand, the world’s largest and most influential brand consultancy, yesterday announced its plans to expand into the Sri Lankan market. 

The global giant first entered the country in 2016 with the rebranding of Hatton National Bank together with Sri Lankan partner MND.

Interbrand India Managing Director Ashish Mishra said Sri Lanka as a country and corporates must recognise the importance of brands and branding. From a country perspective, nation branding will be key to boost tourism, exports and investments. He said Singapore was an ideal model of a top down approach to branding whilst India is an example where there was a bottom up approach. 

“For nation branding in Sri Lanka as well as industry branding a collective effort is required,” he added.

MND Managing Director Michel Nugawela said after a near 30-year conflict Sri Lanka and its progressive corporates need to scale and go global. “For this Interbrand has the expertise,” he added.

Interbrand India Managing Director Ashish Mishra (left) and MND Managing Director Michael Nugawela at the press briefing

Established in 1974 before growing into an opinion leader in the field of value-based brand management, Interbrand was the first brand consultancy to recognise the significance of a brand as a business asset and introduce the brand valuation concept. With a network of over 33 offices in 27 countries, Interbrand’s combination of rigorous strategy, analytics and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics.

Its annual Best Global Brands report, the definitive guide to the world’s 100 most valuable brands which is now in its 17th year, valuates each brand’s financial performance, role and strength through a five-step Economic Value Added methodology which is also the first of its kind to be ISO certified. The Best Global Brands report reveals the Anatomy of Growth and features an insider’s view of how great brands grow great businesses.

In addition, Interbrand recently launched the inaugural Interbrand Breakthrough Brands report, in partnership with Facebook, Ready Set Rocket and the New York Stock Exchange. The report is unique in that it examines emerging companies that are brand-led-organisations that have both unique business models and strong brands. The report complements Interbrand’s Best Global Brands report by putting a spotlight on emerging brands – especially those that are affecting change and embodying growth.

Interbrand’s portfolio of services includes research and analytics to gain deep understanding of unmet needs and opportunities related to brands, customers or markets; strategy that defines the purpose, identity and role of brands to create differentiation and value for businesses; the creation and integration of products, services, behaviours, communications and environments that build holistic experiences that connect people and brands in unique ways; and strategic planning, technology platforms and internal engagement that bring a brand experience to market and strengthen internal marketing and brand management capabilities.

Interbrand India Managing Director Ashish Mishra (third from left) and MND Managing Director Michel Nugawela (second from right) with from left: Rahul Bansal  - Brand Strategist Interbrand, Nilmini Jayasinghe - Consultant MND (Michel Nugawela Designs), and Sri Lanka Representative for Interbrand,  Rajeewe Meewakkala - Consultant MND

Interbrand’s impressive portfolio of clients includes brand leaders in every industry, category and segment including HSBC, American Express, Credit Suisse, Barclays, Swiss Re, Allstate and Bank of America in financial services; GE, Shell, IBM, KPMG and Godrej in diversified sectors; FedEx, UPS, DHL, British Airways, KLM, Thai, Iberia, Lufthansa, Singapore Airlines and Maersk in logistics and transportation; Unilever, P&G, Nestle, Kraft, Nivea, Knorr and Wrigley in CPG/FMCG; FIFA, Rugby Football Union, Ryder Cup, USGA and Sochi Olympics in sport branding; Gucci, Prada, Rolls Royce, Cartier, Piaget, Hugo Boss, Bulgari and Remy Martin in the luxury segment; as well as cities, regions and nations such as Edinburgh, Johannesburg, Manitoba, South Korea, Holland and Chile. Interbrand also created the first Korean Top 100 brand, Samsung, by introducing the brand value concept to the conglomerate and propelling it to the 7th most valuable brand ranking in the Best Global Brands table, worth over $ 45 billion in 2015.

Interbrand’s Sri Lankan partner, MND, has branded and repositioned many of Sri Lanka’s most renowned and respected brands, including Aitken Spence Plc, Elephant House, Goodhope Plc, Lion Lager and Ceylinco Life. 

The brand consultancy brings over two decades of experience in brand strategy and positioning, brand architecture, brand identity development, packaging design and engagement strategies that involve employees as brand assets, resulting in new mindsets and behaviours by individuals and teams.

Pix by Shehan Gunasekara