James Gregory | University of South Florida (original) (raw)
Papers by James Gregory
California Management Review, 2004
rand assets are difficult and expensive to develop, maintain, and adapt. The offering environment... more rand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support.
The Business & Management Collection, 2017
The Business & Management Collection, 2014
In the "Best of Branding", branding pioneer Jim Gregory publishes - for the first time ... more In the "Best of Branding", branding pioneer Jim Gregory publishes - for the first time ever - findings from his revolutionary Corporate Branding Index[registered]. This index, which for more than a decade has compiled branding results from more than 1,000 companies, is today's most influential and exhaustive database on what works, what doesn't, and why. In-depth interviews with the executives responsible for today's most dominant brands discuss best and worst strategies for building a durable brand. Companies profiled include AFLAC, Harley-Davidson, Johnson & Johnson, General Electric, Southwest Airlines, and more.
Muma Business Review, 2019
A culture of innovation is an attribute in business, which can be measured both qualitatively and... more A culture of innovation is an attribute in business, which can be measured both qualitatively and quantitatively. The measurement of innovation empirically correlates with other measures of the corporate brand, such as overall reputation, perception of management, and investment potential. It seems logical then that the process of innovation may be a more strategic tool that is akin to corporate branding, rather than being a tactical component of product development. Whether developing innovative products or strategically building a culture of innovation in a company both require a commitment of a corporation’s management to provide resources, which means innovation should be financially accountable. Accountability requires measuring the return on innovation investment despite it being an internally grown intangible asset, which according to accounting standards cannot appear on the balance sheet. This paper is one of a series that will examine the culture of innovation as it relate...
Muma Business Review, 2018
Intangible assets are growing exponentially as a component of company value, but these assets are... more Intangible assets are growing exponentially as a component of company value, but these assets are often unmanaged due to generally accepted accounting principles (GAAP), which provide no accountability. This research paper reaffirms and expands a proven alternative approach, which utilizes the CoreBrand Index® to measure, value, and manage intangible assets, and their financial impact on the corporation’s cash flow multiple.
Choice Reviews Online, 1992
Page 1. MARKETING CORPORATE IMAGE THE COMPANY AS YOUR NUMBER ONE PRODUCT SECOND EDITION JAMES R. ... more Page 1. MARKETING CORPORATE IMAGE THE COMPANY AS YOUR NUMBER ONE PRODUCT SECOND EDITION JAMES R. GREGORY WITH JACK G. WIECHMANN Page 2. Page 3. Page 4. What Do Your Customers Think About Your Company? ...
Global Branding Strategies, Dec 11, 2014
Journal of Brand Management, 2001
... Image has been shown to affect not only sales volume but also the price that customers will p... more ... Image has been shown to affect not only sales volume but also the price that customers will pay for the products and services offered. ... The analyses have shown that the answer to both questions is yes. ... 8, NO. 6, 405416 JULY 2001 Source: Corporate Branding ...
Journal of Brand Management, 1997
It is known that advertising works; but its return on investment until now has largely been defin... more It is known that advertising works; but its return on investment until now has largely been defined in ‘soft terms’. Corporate Branding Partnership set out on an extensive research effort to find objective, quantitive answers that would define exactly how advertising does work.The research identified an objective relationship between corporate brand advertising and corporate brand image. Models were developed that identified ranges of advertising efficiency — from high rates of return on aggressive advertising to diminishing returns for advertising efforts. Industries and individual companies were analysed and charted, linking advertising spending to image and financial performance.The research conducted by Corporate Branding Partnership sheds light on that baffling question: How hard are advertising dollars working for the company?
Journal of Advertising Research, 2004
... It may be that practitioners are never completely comfortable with the role of communications... more ... It may be that practitioners are never completely comfortable with the role of communications. This may be espe-cially true relative to other parts of the business organization. R&D can point to output of new prod-... stock price improvement is the corporate brand. ...
... Page 5. Praise for Branding Across Borders: A Guide to Global Brand Marketing "Corporate... more ... Page 5. Praise for Branding Across Borders: A Guide to Global Brand Marketing "Corporate Express will benefit from Branding Across Borders as we did with Leveraging the Corporate Brand, also written by James Gregory. Jim ...
Corporate Reputation Review, 1997
AbstractIn this session, articles were presented which shifted the focus of attention away from t... more AbstractIn this session, articles were presented which shifted the focus of attention away from the antecedents of corporate reputations towards their consequences. More specifically, three eminent exponents of reputation practice highlighted the impact of corporate reputation on financial valuation, both at brand level and at corporate level. The presentations of the following panelists have been summarized for publication as abstracts.Quantifying Brand Values - Kurt Badenhausen, Analyst, Financial WorldLeveraging Corporate Equity - Leslie Gaines-Ross, Director of Research, Burson-MarstellerROI: Calculating Advertising's Impact on Stock Price - James R. Gregory, President, Corporate Branding Partnership
Journal of Business Strategy, 2011
Purpose – The authors offer the viewpoint that a requirement to put the value of intangible asset... more Purpose – The authors offer the viewpoint that a requirement to put the value of intangible assets like brands on a company's balance sheet may be in prospect – and that such a requirement would benefit businesses. Design/methodology/approach – Brands and elements of brands like a package can be valued, the authors assert, and describe an experiment to value the
California Management Review, 2004
rand assets are difficult and expensive to develop, maintain, and adapt. The offering environment... more rand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support.
The Business & Management Collection, 2017
The Business & Management Collection, 2014
In the "Best of Branding", branding pioneer Jim Gregory publishes - for the first time ... more In the "Best of Branding", branding pioneer Jim Gregory publishes - for the first time ever - findings from his revolutionary Corporate Branding Index[registered]. This index, which for more than a decade has compiled branding results from more than 1,000 companies, is today's most influential and exhaustive database on what works, what doesn't, and why. In-depth interviews with the executives responsible for today's most dominant brands discuss best and worst strategies for building a durable brand. Companies profiled include AFLAC, Harley-Davidson, Johnson & Johnson, General Electric, Southwest Airlines, and more.
Muma Business Review, 2019
A culture of innovation is an attribute in business, which can be measured both qualitatively and... more A culture of innovation is an attribute in business, which can be measured both qualitatively and quantitatively. The measurement of innovation empirically correlates with other measures of the corporate brand, such as overall reputation, perception of management, and investment potential. It seems logical then that the process of innovation may be a more strategic tool that is akin to corporate branding, rather than being a tactical component of product development. Whether developing innovative products or strategically building a culture of innovation in a company both require a commitment of a corporation’s management to provide resources, which means innovation should be financially accountable. Accountability requires measuring the return on innovation investment despite it being an internally grown intangible asset, which according to accounting standards cannot appear on the balance sheet. This paper is one of a series that will examine the culture of innovation as it relate...
Muma Business Review, 2018
Intangible assets are growing exponentially as a component of company value, but these assets are... more Intangible assets are growing exponentially as a component of company value, but these assets are often unmanaged due to generally accepted accounting principles (GAAP), which provide no accountability. This research paper reaffirms and expands a proven alternative approach, which utilizes the CoreBrand Index® to measure, value, and manage intangible assets, and their financial impact on the corporation’s cash flow multiple.
Choice Reviews Online, 1992
Page 1. MARKETING CORPORATE IMAGE THE COMPANY AS YOUR NUMBER ONE PRODUCT SECOND EDITION JAMES R. ... more Page 1. MARKETING CORPORATE IMAGE THE COMPANY AS YOUR NUMBER ONE PRODUCT SECOND EDITION JAMES R. GREGORY WITH JACK G. WIECHMANN Page 2. Page 3. Page 4. What Do Your Customers Think About Your Company? ...
Global Branding Strategies, Dec 11, 2014
Journal of Brand Management, 2001
... Image has been shown to affect not only sales volume but also the price that customers will p... more ... Image has been shown to affect not only sales volume but also the price that customers will pay for the products and services offered. ... The analyses have shown that the answer to both questions is yes. ... 8, NO. 6, 405416 JULY 2001 Source: Corporate Branding ...
Journal of Brand Management, 1997
It is known that advertising works; but its return on investment until now has largely been defin... more It is known that advertising works; but its return on investment until now has largely been defined in ‘soft terms’. Corporate Branding Partnership set out on an extensive research effort to find objective, quantitive answers that would define exactly how advertising does work.The research identified an objective relationship between corporate brand advertising and corporate brand image. Models were developed that identified ranges of advertising efficiency — from high rates of return on aggressive advertising to diminishing returns for advertising efforts. Industries and individual companies were analysed and charted, linking advertising spending to image and financial performance.The research conducted by Corporate Branding Partnership sheds light on that baffling question: How hard are advertising dollars working for the company?
Journal of Advertising Research, 2004
... It may be that practitioners are never completely comfortable with the role of communications... more ... It may be that practitioners are never completely comfortable with the role of communications. This may be espe-cially true relative to other parts of the business organization. R&D can point to output of new prod-... stock price improvement is the corporate brand. ...
... Page 5. Praise for Branding Across Borders: A Guide to Global Brand Marketing "Corporate... more ... Page 5. Praise for Branding Across Borders: A Guide to Global Brand Marketing "Corporate Express will benefit from Branding Across Borders as we did with Leveraging the Corporate Brand, also written by James Gregory. Jim ...
Corporate Reputation Review, 1997
AbstractIn this session, articles were presented which shifted the focus of attention away from t... more AbstractIn this session, articles were presented which shifted the focus of attention away from the antecedents of corporate reputations towards their consequences. More specifically, three eminent exponents of reputation practice highlighted the impact of corporate reputation on financial valuation, both at brand level and at corporate level. The presentations of the following panelists have been summarized for publication as abstracts.Quantifying Brand Values - Kurt Badenhausen, Analyst, Financial WorldLeveraging Corporate Equity - Leslie Gaines-Ross, Director of Research, Burson-MarstellerROI: Calculating Advertising's Impact on Stock Price - James R. Gregory, President, Corporate Branding Partnership
Journal of Business Strategy, 2011
Purpose – The authors offer the viewpoint that a requirement to put the value of intangible asset... more Purpose – The authors offer the viewpoint that a requirement to put the value of intangible assets like brands on a company's balance sheet may be in prospect – and that such a requirement would benefit businesses. Design/methodology/approach – Brands and elements of brands like a package can be valued, the authors assert, and describe an experiment to value the