Accountability of sustainability

James R. Gregory
Additional contact information
James R. Gregory: CoreBrand, USA

Journal of Brand Strategy, 2013, vol. 2, issue 1, 28-39

Abstract: This paper provides a detailed examination of how corporate branding creates value, and more specifically, identifies the role of sustainability in building market capital. Two valuable keys to getting the budgets necessary for a successful corporate social responsibility (CSR) programme are being able to speak the CFO's language, and understanding that the CEO's role is to build corporate value. This is an objective approach to CSR measurement and investment in the corporate brand, which affects everything from recruitment to cash flow, and to market capitalisation. The best way to get senior management to invest is to connect measurable CSR successes with a corporate brand.

Keywords: sustainable; sustainability; CSR; intangible assets; brand value; brand valuation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1741/download/ (application/pdf)
https://hstalks.com/article/1741/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:1:p:28-39

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().