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Accountability of sustainability

Author

Listed:
  • Gregory, James R.

    (CoreBrand, USA)

Abstract

This paper provides a detailed examination of how corporate branding creates value, and more specifically, identifies the role of sustainability in building market capital. Two valuable keys to getting the budgets necessary for a successful corporate social responsibility (CSR) programme are being able to speak the CFO's language, and understanding that the CEO's role is to build corporate value. This is an objective approach to CSR measurement and investment in the corporate brand, which affects everything from recruitment to cash flow, and to market capitalisation. The best way to get senior management to invest is to connect measurable CSR successes with a corporate brand.

Suggested Citation

  • Gregory, James R., 2013. "Accountability of sustainability," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(1), pages 28-39, April.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:1:p:28-39
    as

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    More about this item

    Keywords

    sustainable; sustainability; CSR; intangible assets; brand value; brand valuation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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