What Price Reputation?
BusinessWeek has a must-read article detailing the value of brand, and most importantly, how to quantify it:
…CW’s Low and Cohen have spent more than a decade developing ways to measure intangible corporate assets, especially reputation factors, that can affect the bottom line. “There are plenty of data measuring the visibility and credibility of a company,” says Low. “But there have been no data showing how communications adds value to a company.” Says corporate communications professor Paul A. Argenti of Dartmouth’s Tuck School of Business, also a CCW partner: “If we can get this right, we have found the holy grail of communications.”
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