Interbrand, the world’s leading brand consultancy, has named Discovery Communications to its annual report on the “Best Global Brands.” Ranking No. 70 in its first appearance in the report, Discovery is the highest ranked new entrant for 2013. Discovery Communications is one of only three global programmers on the list.
Discovery said it makes its 2013 debut on the Best Global Brands list after a record-breaking year. Discovery-branded channels are available in more than 220 countries and territories and in 45 languages, reaching more than 1.5 billion subscribers outside the US. Since David Zaslav joined as CEO, the company has grown from making an estimated USD $720 million in total profits to making USD $721 million from its international business alone. Programming such as the Deadliest Catch series and "Shark Week" have connected with viewers on a global scale. These moves have positioned the brand as a leader in its sector and have earned it a firm position in Interbrand’s 2013 Best Global Brands report.
“Being recognized by Interbrand as one of the best global brands is an honor and a testament to the passion, loyalty and trust that Discovery has ignited in viewers around the world for more than 28 years,” David Zaslav, CEO of Discovery Communications, said in a release. “It is also a validation of Discovery Communications’ ongoing strategy of investing in our family of brands to provide viewers with the highest quality programming featuring the best storytelling and the most compelling characters.”
The Interbrand Best Global Brands report is compiled using an ISO-certified methodology that analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations. Key criteria include a company’s financial performance, how the brand influences consumer choice, and the strength the brand has to command a premium price or secure earnings for the company.
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