BtoB

BMA releases results of branding survey

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Chicago—While nearly 90% of b-to-b marketers are in the process of developing a branding or rebranding campaign, many companies are struggling with brand compliance, according to a new survey commissioned by the Business Marketing Association.

The e-mail survey of more than 200 corporate marketers found that brand budgets have increased an average of 12% over the past two years.

The survey, sponsored by General Binding Corp., also found that 70% of marketers believe brand compliance is important or very important to their organization, and 73% of companies have a business unit responsible for implementing brand campaigns.

However, only 60% of respondents said their company has a brand standards manual for employees to follow when producing marketing materials.

—Kate Maddox

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