Gartner Research

Brand Survey 2019: Marketers Believe in the Power of Brand but Struggle to Respond to Disruption

Published: 05 September 2019

ID: G00431340

Analyst(s): Christopher Ross , Elizabeth Shaw

Summary

Most marketing leaders believe brand has a significant impact on both customers and prospects. However, they grapple with how to respond to global dynamics, a rapidly evolving business landscape and the challenges of brand measurement.

Table Of Contents

Survey Objective

Data Insights

  • Marketing Leaders Are Believers in the Impact of Brand on Behavior
  • Being Global, Relevant and Measurable Are Top Brand Challenges
  • New Business Models and Industry Transformation Are Driving Brands to Respond
  • Marketers Embrace a Kaizen Approach to Their Brands — One-Quarter Operates in a Continuous State of Review
  • Only 19% of Marketing Leaders Believe There Is Full Alignment Among the Brand’s Values, Behaviors and Actions
  • Marketers Are Operating Without In-Depth Insight
  • Methodology

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