The 2005 Brand Image Solutions Survey was supported by General Binding Corp. and conducted by Readex Research for the BMA. It was based on responses from 204 b-to-b marketers to an e-mail survey conducted in October and November.
According to the report, 70% of respondents said the issue of brand compliance is "very important" or "important" at their company, and 67% said their company has launched a branding or rebranding campaign within the past two years.
"Branding is still very important for b-to-b marketers, and on average they are increasing their brand expenditures," said Kirby Strickland, president of Strickland & Co. and chairman of the BMA.
Respondents said their branding budgets had increased an average of 12.3% over the last two years.
In terms of how much they're increasing budgets, 14.2% of companies have increased their marketing budgets for branding or rebranding efforts by more than 50% over the past two years; 10.8% have increased budgets by between 25% and 49%; 12.3% have increased budgets by between 10% and 24%; and 5.4% had increased budgets by less than 10%.
Marketing budgets for rebranding or branding efforts remained flat for 35.8% of companies, and 10.3% decreased marketing budgets over the past two years; 11.2% of respondents did not answer that question.
When it comes to implementing brand compliance standards across the organization, many companies still have a long way to go, the survey found.
Only 60% of respondents said their company has a documented brand standards manual.
"This indicates there may be some problems in compliance," Strickland said. "For 40% of companies, there is not a certified brand standards manual to make sure the brand is represented consistently internally and externally."
Only 45% of the companies surveyed have a standardized brand guidelines manual for training purposes; 40% have an online brand resource center; 27% have new employee orientation programs; and 17% have company sanctioned continuous improvement programs.
The survey also looked at how brand compliance is structured in organizations. It found that 73% of companies have divisions, business units, subsidiaries or local offices that implement all or part of the organization's brand identity.
Fifty-seven percent of respondents said monitoring brand compliance is a centralized corporate responsibility; 28% said it is an internal departmental responsibility; 18% said it is an internal divisional responsibility; 15% said it was an internal regional responsibility; and 10% said brand compliance is monitored through partnerships with external vendors or agencies. Respondents could give multiple answers.