Brand logic: a business case for communications

Lawrence McNaughton and James R. Gregory

The goal of corporate leadership at any publicly traded company is to protect and improve the equity of the company.

Brand Logic: A Business Case for Communications

James R. GregoryCoreBrand

Lawrence McNaughtonCoreBrand

AMONG PUBLICLY HELD CORPORATIONS in the United States, financial performance is most often determined by return to shareholders—or improvements to the company's stock price. For the CEOs of those companies, improving those returns (and doing it efficiently) is the ultimate goal. One important and too often overlooked factor in understanding stock price improvement is the corporate brand.

One important and too often overlooked factor in understanding stock price improvement is the corporate brand.

For quite some time, the reputation and image of a company...

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