Most senior marketers believe brand is crucial in driving buyer behaviour for prospects and a critical driver, too, for existing customers, a new survey shows. But the successful management of a global brand today is a highly sophisticated challenge, finds the Gartner Brand Survey 2019.
“Managing a global brand is a complex, multidimensional task,” said Chris Ross, vice president analyst at Gartner. “Even brands that may not see themselves as global are operating in a more tightly connected global ecosystem. As a result, the challenges of being a global brand extend to a large number of marketing leaders today.”
The survey, based on responses from 393 senior marketers in the US, Canada and the UK, ranked the top three challenges for marketers as ‘managing a global brand’ (35%), ‘keeping the brand relevant’ (35%), and ‘measuring the impact of brand investments’ (31%).
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