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Fortune 100 Companies Turning to CoreBrand for Its Expertise in Crisis Brand Management

NEW YORK, April 4, 2012 /PRNewswire/ -- CoreBrand, a leading brand strategy and communications firm, and creator of the Corporate Branding Index®, which provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, has recently been engaged by leading U.S. corporations in the pharmaceutical, healthcare, retail and many other consumer industries for its expertise in crisis brand management.

CoreBrand has been hired to utilize its historical benchmark tracking system to sleuth for clues as to what is hurting the brands of several major companies. One of the key benefits of having historic tacking is that an inflection point causing the crisis can be identified that will help when examining potential solutions as well as providing the ability to determine when the problem has been resolved.

"A company's brand is not one-dimensional in character, but has many dimensions which must be assessed," states James R. Gregory, founder and CEO of CoreBrand. "We are seeing an increasing number of marketing directors realizing the importance of ongoing brand management in order to protect one of their company's most important assets, the corporate brand."

Mr. Gregory continued, "A crisis is seldom expected. One of the most responsible steps an organization can take in preparing for a potential crisis is to begin quantitative market research on the organization's corporate brand. Without ongoing brand bench marking before a crisis occurs, it is essentially impossible to track how a crisis has negatively impacted the brand, how long the crisis continues and what steps are needed to restore the corporate brand."

New Study Released - "Crisis Diagnostics: Assessing brand damage, while restoring brand equity"

Mr. Gregory, along with Richard Levick, Esq., President and CEO of Levick Strategic Communications  and David Reibstein, PhD., William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania, recently coauthored and released a research study entitled "Crisis Diagnostics: Assessing Brand Damage, While Restoring Brand Equity" to help companies navigate through crises while protecting their brand value. This crisis management tool will help companies to measure brand damage through ongoing brand benchmarking before and after a crisis occurs in order to identify the appropriate steps necessary to rebuild brand equity.

The Crisis Diagnostics study was recently presented to experienced public company directors, lead directors and committee chairs at the National Association of Corporate Directors Master Class conference on March 12-13 in Scottsdale, Arizona.

"All marketing executives, whether in the midst of a crisis or not, should familiarize themselves with Crisis Diagnostics," states Mr. Gregory. "I believe this article is pivotal in crisis management because it precisely measures the depth and duration of a crisis, prescribes a level of communication as a component of the remedy, monitors the progress of the recovery, as well as identifies when the crisis is over while providing an ROI component for the effort. To my knowledge, there is nothing else like this."  

About CoreBrand

CoreBrand, an independent branding firm based out of New York, is the only firm that links brand identity to financial performance through data and analysis. CoreBrand helps organizations understand, build, express and measure their brands. Thanks in part to its unique CoreBrand®Analysis, the company is able to gauge the impact of a brand initiative upon the success of an organization.  CoreBrand is the creator of Corporate Branding Index®, a 20 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries. To learn more about CoreBrand please visit

For more information or to schedule an interview with a CoreBrand representative, please contact Katherine Herring of Levick Strategic Communications at 202-973-1315 or


Katherine Herring of Levick Strategic Communications

202-973-1315 or

SOURCE CoreBrand
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