Brand building in imbalance: A report on Swedish managers’ perceptions of marketing that builds strong brands and profitable growth

NOA Consulting

Looks at why it's important for management to care about brands through an analysis of 259 online survey interviews.
  • Swedish companies see the commercial value of a strong brand – eight out of ten managements perceive the connection between a strong brand and business performance.
  • Successful companies are led by boards that see the value of a healthy balance between short-term and long-term marketing goals.
  • Many business leaders either underestimate or overestimate which communication channels work best, and this appears to lead to less effective investments.
  • High-performing companies value creative communication more highly — but five out of ten managements do not see the value of creative communication....

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