Gartner：2019品牌调查（英文版）(20页).pdf

1、Gartner for Marketers 2019 Gartner, Inc. and/or its affiliates. All rights reserved. CM_I_771267 Brand Survey 2019: Marketers Believe in the Power of Brand but Struggle to Respond to Disruption Christopher Ross VP Analyst Elizabeth Shaw Senior Director Analyst Most marketing leaders believe brand ha

2、s a significant impact on both customers and prospects. However, they grapple with how to respond to global dynamics, a rapidly evolving business landscape and the challenges of brand measurement. Elizabeth Shaw Senior Director Analyst Christopher Ross VP Analyst Published 5 September 2019 ID G00431

3、340 Brand Survey 2019 Gartner for Marketers GML GartnerDigital Overview Opportunities and Challenges Brand matters to marketers. Two-thirds of survey respondents see their brand as a critical driver of behavior for prospects and, to an even greater degree, for existing customers. Almost half of mark

4、eters surveyed indicate that new business models and industry transformation are driving change and pushing them to adapt their brand strategies, positioning and messaging. Ninety-one percent of marketers surveyed are reviewing their brands annually. A rapidly changing environment requires more freq

5、uent brand review and refresh cycles. Most marketers lack in-depth customer, brand, media and channel insights. As few as 21% of marketers surveyed indicated they had in-depth insight in key areas such as product purchase and ownership patterns, and customer media and channel preferences. What You N

6、eed to Do To improve brand performance, marketing leaders should: Seek the truth of brand impact on customer behavior. Marketers should actively research and study customer influences and behavior to gain clarity on how brand impacts customer behavior to inform brand investments. Embrace transformat