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Jordan Associates has sweetened its client roster with the addition of CBD/CB Advertising Association, the ad management group behind the Cookies by Design and Cookie Banquet franchises. Jordan won ... creative and strategic planning duties after a formal review. več

本研究の目的は，ブランドを貨幣価値で評価したブランド価値に対し，広告宣伝費が正の影響を与えるかいなかを明らかにすることである．このため，ブランド価値としては，CBバリュエーターによって算出された2006年から2011年の企業ブランド価値（CBV）トップ200社を使用し，広告宣伝費との関係を共分散構造分析によって検討した．タイムラグについては，先行研究より，4年前からの影響があることとし，分析した．この結果，広告宣伝費は，CBVに対して統計的に有意な正の影響を与えることが判明した．次に，広告宣伝の効果には差があることが先行研究によって明らかにされている．そこでCBVが前年に対し上昇した企業と下降した企業とを比較し，CBVが上昇した企業のほうが下降した企業よりも，広告宣伝費のCBVに対する効果が大きいとの仮説を設定し，多母集団分析をおこなった．その結果は，この仮説は支持されなかった．

The purpose of this study is to investigate the effects of advertising expenses on brand value. I select top 200 companies' corporate brand value (CBV) calculated by the model named 'CB valuator' ... during 2006 and 2011 and analyze the relationship between advertising expenses and CBV. Based on the previous studies, I assume a four-year lagged relation between advertising expenditures and CBV. The result of structural equation modeling (SEM) indicates that the effects of the advertising amount on the corporate brand value is positive and statistically significant.Previous studies show that the effectiveness of advertising expenses varies. I set a hypothesis that the effectiveness of advertising expenses on CBV is larger in companies with an increase in their CBV than companies with a decrease in their CBV. This hypothesis is not supported. več

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate ... branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia;Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional. več