Paradigm Sample, a leader in high-quality data collection, and Interbrand, the global brand consultancy renowned for its Best Global Brands rankings, announced the release of the 2025 Role of Brand Report. The report reveals how brands that define their role achieve stronger growth, higher premiums, and long-term stability.
For more than 25 years, Interbrand’s Role of Brand framework has quantified the influence of brand on customer choice compared to other factors such as price or product features. The findings are clear: brands that understand and define their Role of Brand command higher premiums, grow faster, deliver more value, and achieve greater stability in the marketplace.
“Your brand is playing a role, but is it the one you want?” said Greg Silverman, Global Director of Brand Economics at Interbrand. “If you don’t define your brand’s role, your customers will.
This report gives companies the tools to uncover their true role, shape perception, and strengthen customer loyalty.”
While traditional surface metrics like clicks, conversions, and site visits reveal what happened, they fail to explain why it happened. Strong brands with a defined Role of Brand grow value 40% faster than brands that overlook this fundamental component of brand
management. The Role of Brand framework addresses this gap by uncovering the deeper influence of brand perceptions on consumer decision-making.
Paradigm Sample’s advanced data collection capabilities bring forward voices that are often difficult to capture in traditional research. Together with Interbrand’s brand valuation expertise, this partnership equips businesses with a comprehensive approach to understanding and enhancing brand value.
The 2025 Role of Brand Report is now available for download.