Paradigm Sample and Interbrand Release 2025 Role of Brand Report

If you don’t define your brand’s role, your customers will. When you uncover your true role of brand, you gain the ability to shape perception, drive loyalty and command choice.  

Interbrand and Paradigm Sample are excited to announce the release of its 2025 Role of Brand Report, offering fresh insights into how brand perception drives customer choice and business success. 

For over 25 years, the Role of Brand framework has measured the percentage of customer decisions influenced by brand versus other factors like price or product features. The findings are clear: companies that understand and define their Role of Brand outperform those that don’t. 

Take Apple, for example. While its products are innovative and well-designed, it’s the brand itself, built on identity, trust, and loyalty, that allows Apple to command a premium and maintain long-term growth. That’s the Role of Brand in action. 

“If you don’t define your brand’s role, your customers will,” Greg Silverman, Interbrand. “This report gives companies the tools to uncover their true role, shape perception, and strengthen customer loyalty.” 

The 2025 Role of Brand Report is now available for download.