Brand Logic: A Business Case for Communications

James R. Gregory and Lawrence McNAUGHTON

Journal of Advertising Research, 2004, vol. 44, issue 3, 232-236

Abstract: The goal of corporate leadership at any publicly traded company is to protect and improve the equity of the company. With this goal in mind, communicators interested in elevating the role of communications and assessing return on investment must begin to speak the language of corporate leadership—increased efficiencies created and equity gained—with respect to their brand-building efforts.CoreBrand has tapped into its 14-year study and evolving understanding of brand ROI and developed a new measure of brand equity that assesses the exact amount of market capitalization attributable to the corporate brand. These measures change brand-building—and related communication activities such as advertising and public relations—from intuitively positive efforts to an absolute fundamental of business with measurable impact on stock price: replacing all intuition with fact.

Date: 2004
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