File this one under ‘running in place.’ A majority of senior marketers (55%) lack a quantitative understanding of brand value at their respective organizations, according to a new study by the Association of National Advertisers (ANA) and Interbrand. The survey took the pulse of 118 CMOS and senior marketing executives at ANA member companies. (ANA’s membership includes 400 companies with 9,00 brands that collectively spend more than $100 billion in marketing communications and advertising.) According to the survey, 64% of marketing executives polled said that brands do not influence decisions made at their organizations; 49% cited an inability to prove a brand’s financial benefit, 39% said metrics do not support the importance of brand and 15% said branding expertise does not yet exist. “We know from compiling our annual Best Global Brands portfolio that companies with a well-managed brand achieve the best financial results,” said Jez Frampton, Global CEO of Interbrand, in a news release.
