Cambridge, Mass—While 100% of marketers surveyed agreed that brand building is a companywide effort that requires all employees to be brand ambassadors, only 40% said they have a consistent approach to brand building, according to a report from Forrester Research.
The report, “Benchmark Your Brand-Building Capabilities,” was based on an online survey of 67 senior marketers, conducted in September.
According to the survey, 96% of marketers said having an executive management team that is committed to brand building is extremely or very important for effective brand building. The study also found 91% said having a clear understanding of the customer is extremely or very important for effective brand building.
However, only 36% of marketers said they consistently manage their brand experience across all customer touch points, and only 28% consistently develop and test all products to ensure they live up to the company's brand promise.