MiresBall survey finds online most valuable tool for managing brand

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San Diego—A new survey by brand design firm MiresBall found that online communications provides the best return on investment for managing brands.

The study, “2010 State of the Brand Report,” was based on an online survey of 189 senior executives and brand managers, and was conducted by research firm KRC Research, Washington, D.C.

According to the report, online communications is the top tool for providing return on investment for brand management (cited by 68% of respondents), followed by PR and promotional events (56%) and social media (40%).

Also, 52% of respondents said social media is providing a way to build brand awareness among customers and prospects that were previously unreachable, and 35% said social media is making it easier to create customer loyalty.

However, 30% disagreed that building customer loyalty has become easier because of social networking.

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