Interbrand

Is Interbrand providing a “brand” service or are they more of a business consulting firm? It is hard for me to believe that an outsider can help create a company’s brand. Doesn’t brand valuation come from reputation and continuous quality? If so, Interbrand would assist businesses in the strategic placement and presence of their name so that their brand grows. From this, the consumer becomes more aware of the businesses’ products or services. But it is in the hands of the consumer to judge and rate the products to determine the value of the brand. Interbrand cannot change buyers’ opinions; they can only help the firm figure out what they need to improve and how to market more effectively.