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| Tekijä: | Gregory, J.R. McNaughton, L. |
| Otsikko: | Brand logic: A business case for communications |
| Lehti: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 232-236 |
| Asiasana: | Leadership Management Brand names Products Business communication Public relations |
| Kieli: | eng |
| Tiivistelmä: | Protecting and improving the equity (hereafter as: eqy.) of the company is the goal of corporate leadership at any publicly traded company. Communicators interested in elevating the role of communications and assessing return on investment (or ROI) must use the language of corporate leadership - increased efficiencies created and eqy. gained - with respect to their brand-building (here as: b-bldg.) efforts. CoreBrand has tapped into its 14-year study and evolving understanding of brand ROI and developed a new measure of brand eqy. assessing the exact amount of market capitalization attributable to the corporate brand. These measures change b-bldg., and related communication activities such as advertising and public relations. |
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