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ANA Survey Finds Marketers Don't Understand Brand Value-B2B Magazine

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

Story posted: October 21, 2008 - 12:15 pm EDT

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.

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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