Driving Brand Equity and Accountability

Driving Brand Equity and Accountability contains proprietary findings to help you and your company resolve perplexing issues such as share-of-voice relative to peer companies and stock price. It explains specific variables that should be examined to measure the brand. Members of the ANA Marketing Accountability task force tell us how difficult it is to tie brand equity to sales results. Author Jim Gregory and the work of the CoreBrand database provide an interesting approach to resolving this dilemma.

Contents include:

• The Brand as a Business Asset
• The CMO's Dilemma
• Bringing Financial Accountability to Brands
• Quantifying Brand Value
• Key Measures of Brand Performance: industry growth rates, sales' statistics, equity/shareholder value, dividends, stock price, sales revenue growth, and operating margin
• Explanations on tying marketing performance to the financial return on investment.

By reading about these brand measurements, you will obtain unique findings at the top of leaders' minds. The book is an invaluable resource for marketing executives, advertising leaders, managing directors, and more.