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Third-Party Survey of 750 Enterprise Execs Highlights Key Challenges in Branding
Brand management software company Frontify today released their State of Brand Ownership Report, analyzing insights from over 750 leaders from brand, marketing, and design teams at major corporations across the U.S. The survey queried in-house branding experts to see how co-creative their brand development and management process is uncovering critical opportunities for improvement and top challenges in the process.
The report shows significant confusion among organizations regarding who owns the brand itself, with most answers split between the marketing department, C-Suite or executives, and the HR team. While many of those surveyed lack clarity around brand ownership, 80 percent of the respondents feel connected to those brands regardless. Sixty-nine percent desire more input in the development and management of their brand. In fact, a staggering 67 percent create their own set of guidelines se