However, there is still a considerable gap between the Belgium Email List importance that companies attach to their brands and the ongoing and professional investment that goes into managing them.
It is one of the main conclusions that emerge from the latest study by Rebrand (Spanish Association of Branding Companies). In the introduction to the study, Conrad Llorens, president of Rebrand, affirms that “although the perception of the importance that companies give to brand management as a lever for the achievement of business objectives has increased slightly compared to the edition of 2015 of our Barometer, said intention has not yet been sufficiently materialized in facts, in concrete practices ”.
“There are still relatively few companies that allocate specific teams to brand management, the number of people who form them has not grown, and the budgets assigned to them are still insufficient, according to the majority opinion of those responsible”.
One of the reasons that could explain this cmo email list contradiction, as stated during the presentation of the study in Madrid, held on March 21, is the need to allocate resources to the achievement of short-term objectives, such as exiting the crisis or digitization: “In 2017, the challenge of digitization stands out. Most companies point out among their priorities the adaptation of their brand management to online environments, as well as the development of digital management tools. It seems as if the urgency to get out of the crisis has given way to another urgency, that of digitization, which perhaps it may have slowed down the normalization of other aspects of brand management in which further progress should be made, ”says Llorens.