Only 15% of Marketers have confidence in their Brand usage

"A staggering 85% of respondents were worried their brand is not being used correctly within their organisation. Given the huge levels of investment that businesses make into their brand, this may be seriously jeopardising the integrity of Marketing's efforts."

"96% of Marketers did recognise the importance of brand value in relation to their business's overall performance, and the majority felt that their Executive Boards did too (91%)."

"98% of the audience felt that the factors which posed the greatest risk to devaluing a brand were within the business' control to influence - indicating that if the right processes and infrastructure are in place then more effective brand management genuinely becomes achievable."

"Ensuring consistent brand usage plays a vital role in determining brand value and maintaining customer loyalty. This survey highlights just how important it is for companies to have active brand management controls and systems in place."

A global survey of over 3,000 brand marketers revealed that 85% are worried about incorrect brand usage. Additionally, 83% find it challenging to maintain consistent brand use globally. Despite these concerns, 96% recognize the importance of brand value for business performance, with 91% believing their executive boards share this view. Furthermore, 98% feel that risks to brand value are controllable within the business, suggesting that effective brand management is achievable with the right processes in place.

Read at Thedrum