Only 15% of Marketers have confidence in their Brand usage
8 April 2019 6:49am
Survey by leading Brand Management Software provider Brandworkz reveals that 85% of Marketers are worried their brand is not being used correctly.
A recent global survey (with a focus on the UK & US) reached over 3,000 Brand Marketers in leading organisations to ask about how they view the role of their brand identity and its usage… and the results were pretty surprising!
It seems that 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. A further 83% felt it was “challenging” to regulate the consistent use of their brand on a global basis, pointing perhaps to a need for more education and understanding around the commercial benefits, as well as easier facilitation.
Happily, 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%).
It was also encouraging that 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.
Jens Lundgaard, CEO of Brandworkz commented that “From our work with marketing teams across consumer brands and within the Financial Services sector, we know that 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”.
For a full copy of the survey results, please visit https://www.brandworkz.com/our-thoughts/to download.