Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


BNY Jaywalk taps CoreBrand for brand research

Published on .

Stamford, Conn.--CoreBrand, a branding consultancy, announced that it has signed an agreement with BNY Jaywalk, the Bank of New York's equity research consultancy, to provide brand research and analysis. Under the agreement, which is said to be the first involving a detailed assessment of brand value, CoreBrand will provide CoreBrand Outlook reports gauging the corporate brand equity and projected 90-day stock performance based in part on the company's brand return on investment models for more than 500 publicly traded companies. "Our research has proved that the corporate brand is responsible for up to 20% of a company's total market capitalization," said CoreBrand CEO Jim Gregory.
Most Popular
In this article: