Aligning marketing and finance with generally accepted standards
The financial community needs to have consistent brand measurement and metrics to tie investments in corporate and product brands to financial value. There are many obstacles to overcome before the financial community accepts such brand value measurements. Our initial proposal suggests that brand value created (or lost) by the investment in brands be reported in the Management Discussion and Analysis section of financial reports. This will promote a consistent methodology of valuing brands for internal management purposes and will provide full disclosure to all external parties about the benefits and value created (or lost) by investment in brands.
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|Product branding: The power and value of brands
Branding has been around for hundreds of years. The word “brand” is derived from the branding or burning of a mark into the hide of cattle to differentiate one from another. Bass & Company claims to have the world’s first trademark with its red triangle logo. Wine jars found at Pompeii have indications of product branding on them. Branding creates differentiation. When done effectively it creates positive awareness and, ultimately, value.
PDF, 441KB, Free
|Electric Utilities: Charging Ahead
CoreBrand gives a breakdown of the electric utilities industry in regards to Brand Power over the past few years and examines our CBI data on four electric utility companies to identify key drivers to building a powerful brand in one of the most challenging industries. We also highlight several best practices to be learned from recent activities within the industry on how to raise Brand Power.
PDF, 618KB, Free
|CoreBrand 100: BrandPower Ranking 2011
The best brands create the measurable difference in the marketplace. We see that even in a difficult economic climate, corporate brands continue to create differentiation for companies capable of leveraging that brand equity. This report highlights the top 100 brands in the Corporate Branding Index with observations on sector trends over the past three years.
PDF, 327KB, Free
|Crisis Diagnostics: Assessing brand damage. Restoring brand equity.
Every company has a brand, whether it is tightly managed or not. During a crisis, the brand undoubtedly is threatened or damaged. The questions are to what extent and what steps are necessary to restore its well-being. The challenge facing C-Suites — and the crisis and communications managers who advise them — is to evolve to a more concrete understanding of what's at stake, with measurable indices of how certain strategic responses to a crisis succeed or fail.
This white paper is available in two formats — The AMA Marketing Management more graphic version and CoreBrand's more data intensive white paper.
AMA Marketing Management
CoreBrand White Paper
|10 Reasons Brand Valuation Matters for Boards
The corporate brand is probably the least understood asset in most companies, yet it can be one of the greatest tools for building corporate value. Here are ten reasons that board members should pay attention to corporate brand valuation.
PDF, 89KB, Free
|Board Responsibility for the Corporate Brand
Managing corporate performance includes meeting financial goals, and doing so often requires fine-tuning or even changing direction of the corporate brand. Long-term strategic brand building can have a significant impact on the financial performance of a company. Understanding the dynamics of the economy, your industry and your direct peer group via an ongoing, structured basis are critical to managing a corporate brand.
PDF, 181KB, Free
|The Impact of Advertising on Brand Momentum
Corporate advertising wields power, and its impact is measurable. With sufficient support and consistent communications, brands have the potential for tremendous momentum and return. But is there a way to measure that return on your investment? The answer is yes. Your brand's strength can be measured and its impact on stock performance quantified. Discover the effect advertising can have on your brand’s continuing growth in The Impact of Advertising on Brand Momentum.
PDF, 933KB, Free
|The Impact of Advertising on Brand Power
Most business people intuitively understand the importance of corporate advertising in building a strong corporate image. Few know the best level of advertising investment necessary to build and support brands. How much should you be spending on advertising? One key to determining the optimum level of long-term investment lies in understanding the industry environment in which your company operates. Learn how to make advertising budget decisions that impact your brand’s success in The Impact of Advertising on Brand Power.
PDF, 852KB, Free
|The Impact of Advertising to the Financial Community
People want to invest in companies they trust, understand, and believe in. Financial analysts are no different, only their opinions can profoundly affect the price of a company's stock and can persuade investors to purchase — or sell — your company’s shares. What influences an analyst’s recommendation? Discover how to leverage the factors analysts consider most important in influencing recommendations in The Impact of Advertising to the Financial Community.
PDF, 918KB, Free
|Branding the Merger, Merging the Brands
Mergers, and the talk surrounding them, can greatly impact stock prices. Once the merger takes place it often fails to create real value for shareholders. It doesn't have to be that way. How can corporations increase the odds of a merger’s success? By managing, not neglecting, the most valuable asset their company brings to the table in a merger — the corporate brand. Learn how to overcome the challenges of a merger, determine which brands to keep, and communicate the combined company’s brand after a deal closes in Branding the Merger, Merging the Brands.
PDF, 1.4MB, Free
|Digital Branding: A Perspective for Building & Leveraging Online Brands
We`ve witnessed the explosive development of the Internet and marveled at the opportunity it presents for brand-builders—an opportunity to build more meaningful and lasting brands. How do you make your online brand relevant and sustaining? As brandkeeper you must ensure that every interaction your audience has with your site is an absolute reflection of your brand. Uncover the importance of establishing a sound online brand strategy and ways to reinforce the brand experience online in Digital Branding: A Perspective for Building & Leveraging Online Brands.
PDF, 1.0MB, Free