NEWS: Companies need more branding says B-M report

Marketing professionals accept the value of strong corporate branding but many feel it is still under-exploited, according to a new report.

Marketing professionals accept the value of strong corporate branding

but many feel it is still under-exploited, according to a new report.



Transparency and the Corporate Brand was based on a survey of 60

executives, five from PR, at last year’s Marketing Forum. Compiled by

Burson-Marsteller and Landor Associates, it reveals that Virgin’s brand

is rated most highly, followed by Marks and Spencer, Coca-Cola and

British Airways.



Almost 80 per cent of participants felt their company’s corporate brand

management could, or should, be more closely linked to its marketing

strategy and less than half considered their visual identity was very

consistent across corporate or product brands.



Jane Ferguson, Burson-Marsteller MD, marketing, said the survey showed

that marketers recognised there was more to corporate branding than

‘putting a corporate logo everywhere and hoping it will stick’.



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