Wednesday, October 29, 2008
Brand Asset Management: Miles to Go
The ANA (Association of National Advertisers) reports results of a study among senior marketers on the degree they consider brand an asset and make decisions based on how to improve the value of that asset. The results are dismaying. Lots of room for newly minted brand marketers to make a difference. Read the article here:
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The article doesn't mention what industry the survey comes from. I do think that there are some industries in which branding doesn’t matter as much as others. However, I find it hard to believe that 64% of those polled said that branding initiatives do not influence decision making. Although it is hard to clearly identify a brands financial benefit, it should be obvious to company leaders that the brand name of the company is extremely important. However, I also can see where company leaders are coming from when they rank other factors more important than branding. For instance, a company must first have a quality product that can be sold at a sustainable margin before they start to worry about branding and for many companies this is more difficult than it sounds. Another reason why senior leaders might not see the importance of branding is because many leaders in corporate America come from finance backgrounds.
seogear
Good information here. I will post these information to my facebook page. It is really very informative for others.
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