Need for corporate leaders to understand contribution of the Corporate brand to a company's financial performance

(PRWEB) August 15, 2004 -- Research and Markets announces the addition of the Directory of Brand Equity to its offerings.

The corporate brand is an asset that contributes millions of dollars and more to a company's stock price and market valuation. Understanding your corporate brand's current value, in a competitive context, is the first step in building the rationale for brand investment and support. The Directory of Brand Equity is designed to help communicators and corporate leaders quantify the contribution of the brand to a company's financial performance. The Directory is published each quarter and contains current brand equity information on over 500 corporate brands across 45 industries.

Corporate brand values are reported in both U.S. dollars and as a percentage of market capitalization , conveying how much a corporate brand is contributing to the company's overall value. Readers can compare brand performance against major competitors and industry averages, track the positive or negative impact of communication efforts on a brand's value and identify the ROI from brand-related expenditures.

The Information is presented as follows:

The measures:

-    Quarter to Quarter Rank

-    Company Name

-    Brand Equity as a % of Market Cap

-    Brand Equity Dollar Value

-    Brand Equity as a % of Market Cap Percentile

-    Brand Equity Dollar Value Percentile

-    Industry

Quarter to Quarter Rank

The quarter to quarter comparison is based on percentile scores and is designed to help track company trends.

Brand Equity as a % of Market Cap

The corporate brands contribution to a companys overall market capitalization (expressed as a percentage). Provides a consistent metric for tracking a corporate brands contribution to market capitalization over time and against peers.

Brand Equity Dollar Value

The corporate brands contribution to a companys overall market capitalization (expressed in dollars). Assigns a dollar figure to a corporate brand, making it easier for CEOs and CFOs to understand the value of the corporate brand to an organization.

Brand Equity as a % of Market Cap Percentile

Percentile ranking compares one corporate brands level of contribution to market value to the rest of the Directory. Corporate brands with scores closer to 100 contribute more to their companys market value than the rest of the brands in the Directory. Corporate brands with scores closer to one have a lower contribution than the rest of the Directory.

Industry

Companies are listed in rank order, alphabetically and grouped by industry, with industry averages established for each group.

Brand Equity Dollar Value Percentile

Percentile rankings compare one corporate brands dollar value to the rest of the corporate brands in the Directory. Corporate brands that receive scores closer to 100 have a high dollar value compared to the rest of the Directory. Those corporate brands with lower scores have a lower dollar value than the rest of corporate brands in the Directory.

You can choose to purchase a single electronic edition of this directory or an annual subscription with which Quarterly updates will be received.

For a complete index of this report click on http://www.researchandmarkets.com/reports/221046

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