ANA: Most Senior Marketers Don’t Grasp Brand Value
Now that The Brand Bubble (about which we wrote Oct. 13) has spelled out that most brands—and therefore their companies—are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.
More than half (55%) of senior marketing executives lack a quantitative understanding of brand value within their organizations, according to a recent survey by the Association of National Advertisers (ANA) and global branding consultancy Interbrand.
