Gartner Research

Marketing Essentials: Brand Study Reveals Five Mandates for the Executive Team

Published: 21 March 2012

ID: G00232577

Analyst(s): Jennifer S. Beck


Gartner's brand study explores how CEOs and their marketing and sales executives view the impact of brand image in helping them enter new markets, launch new products and services, generate qualified leads, and face the challenges associated with developing and managing brand.

Table Of Contents

Survey Objective

Data Insights

  • Five Mandates for the Executive Team
    • What's in a Name?
    • What Are the Correlations Between Brand Image and Ability to Grow?
    • Branding Objectives Center on Lead Generation, Gaining Mind Share and Competitive Differentiation
  • Finding: Brand Has a Direct Impact on New Customer Acquisition and the Quality of the Current Pipeline
  • Finding: The No. 1 Challenge in Creating the Brand Is Differentiation
    • Brand Attribute Definitions
  • Finding: Executives Find Keeping Everyone on Message and Linking Brand Value to Business Objectives Are the Next Biggest Challenges in Managing the Brand
    • Linking Brand Value to Business Objectives
    • On Average, 5% of Marketing Budgets Are Spent on Branding
    • Who's Involved in Branding Decisions?
  • Finding: According to CEOs, Branding Initiatives Fail Due to Lack of Sustained Investments, Skilled Resources and Sufficient Time to Get It Right
  • Finding: CEOs, Marketing and Sales Have Very Different Expectations About the Reasons for Investing in Branding


  • The Respondent Profile

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