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 percent) 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 percent), inability to prove the brand’s financial benefit (49 percent), current branding expertise is not widely accepted (40 percent) and metrics do not support the importance of brand (39 percent).

“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