ANA/Interbrand survey finds marketers lack clear understanding of brand value

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New York—More than half of senior marketers (55%) lack a quantitative understanding of brand value at their organizations, according to a study by the Association of National Advertisers and branding agency Interbrand Corp.

The study was based on an online survey of 118 CMOs and senior marketers at ANA member companies.

Sixty-four percent of those surveyed said their brands do not influence decisions made at their companies.

For those who responded that their brands did not influence organizational decisions, the causes cited included: Incentives do not support the importance of brand (51%), inability to prove the brand’s financial benefit (49%), current branding expertise is not widely accepted (40%) and metrics do not support the importance of brand (39%).

“It is critical for marketers to fully appreciate the value of the brand to have a voice with the C-suite to accomplish overall business growth objectives,” Bob Liodice, president-CEO of the ANA, said in a statement.

—Kate Maddox

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