MarketingNPV Journal: Can You Measure “Return on Corporate Reputation”?
PRINCETON, N.J., June 27, 2006 – When it comes to measuring the impact of corporate reputation initiatives, most companies doing anything at all seem to be focused principally on monitoring attitudinal shifts amongst key constituencies. They monitor how they are being viewed by analysts, regulators, channel partners, employees, and community groups. But how much should marketers spend to produce better attitudes before the board wants to know about the impact on shareholder value?
“For something so important, it’s darn hard to get a true economic measure of corporate reputation,” observes Pat LaPointe, managing partner and editor in chief of MarketingNPV® Journal, a publication focused on helping marketers make smarter decisions and stronger cases to secure, allocate, or defend resources. “Correlations to stock price are unreliable, and specific ROI can be highly subjective. It’s important to know the key steps to measuring the value of reputation initiatives, from the tools you’ll need to the questions you should ask.”
The latest issue of MarketingNPVJournal focuses on ways you can determine the economic value of the company’s reputation to shareholders. The issue surveys the landscape of commonly used reputation measurement tools and methods being employed to calculate corporate reputation today. Also included is a look at the successful practices of FedEx’s global reputation management strategy and the different gauges used to determine the impact or value initiatives are having on overall reputation.
This issue of MarketingNPV Journal also features an excerpt from Effective Advertising – Understanding When, How, and Why Advertising Works, a new book that summarizes 50 years of research on what we know about what makes advertising effective. Gerry Tellis of the University of Southern California walks through some of the biggest myths and truths about how (and why) advertising works.
Also featured in this issue are tips to help sort through the buzz surrounding “engagement” to recognize its true value as a process not just a stage, and how -- by blending a little “art” with the science of measurement -- you can paint a complete picture of your organization’s marketing effectiveness.
Copies of the new issue can be viewed and downloaded from www.MarketingNPV.com.
MarketingNPV® is a highly specialized consulting firm that builds marketing measurement processes, tools, and skills to determine the financial return from marketing investments. The company designs and implements marketing dashboards, marketing ROI and analytical frameworks, and brand scorecards that measure the creation of economic and strategic value for both the short and long term. MarketingNPV maintains an online archive of articles and resources and publishes a quarterly journal, all to help marketers make smarter decisions and stronger cases to secure, allocate, or defend resources.
