THE CORPORATE BRAND: EMPIRICAL FINDINGS

Though traditional brand contribution research focuses on product brands, the authors addressed corporate brand contribution. Using design science research, the authors developed a model to study the relationship between corporate brand, revenue growth and business valuation. They examined the Brand...

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Bibliographic Details
Published inAdvances in competitiveness research Vol. 28; no. 1; pp. 1 - 19
Main Authors Koch, Christian, Puckey, Brad, Williams, Vernetta
Format Journal Article
LanguageEnglish
Published Indiana American Society for Competitiveness 01.01.2020
Subjects
Brand preferences
Business valuation
Competition
Competitive advantage
Corporate growth
Corporate image
Decision making
Executives
Financial analysis
Financial statements
Reputations
Science
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Summary:Though traditional brand contribution research focuses on product brands, the authors addressed corporate brand contribution. Using design science research, the authors developed a model to study the relationship between corporate brand, revenue growth and business valuation. They examined the BrandPower level of 119 companies (divided into five tiers), correlating it to revenue growth. The research revealed opportunity for corporate growth to drive revenue exists in the middle tier. The authors used design evaluation methods to demonstrate that their model addresses key standards of validity, utility, quality and efficacy. They presented an alternative framework for capturing corporate brand value on financial statements.
ISSN:2330-4103