Part III: Measuring and Valuing Reputations: Leveraging Corporate Equity

In this session, articles were presented which shifted the focus of attention away from theantecedents of corporate reputations towards their consequences. More specifically, threeeminent exponents of reputation practice highlighted the impact of corporate reputationon financial valuation, both at brand level and at corporate level. The presentations of thefollowing panelists have been summarized for publication as abstracts. Quantifying Brand Values - Kurt Badenhausen, Analyst, Financial World Leveraging Corporate Equity - Leslie Gaines-Ross, Director of Research, Burson-Marsteller ROI: Calculating Advertising's Impact on Stock Price - James R. Gregory, President, Corporate Branding Partnership. © 1997, Palgrave Macmillan.