In a recent study by the Association of National Advertisers (ANA) and Interbrand, 118 marketing officers and senior marketing executives were surveyed about brand value in their organizations. The results are quite disappointing in that 55% of senior marketing executives do not have a quantitative understanding of brand value within their companies. That’s a brand gap that needs to be closed!
Since executives don’t understand the importance of branding and don’t know how to quantify it, 64% of the surveyed marketers stated that brands have no influence over decision-making within their companies. That’s a huge missed opportunity for these companies! [Read more…] about Raising the Importance of Brand to Corporate Executives