Asset Activation

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In general, do most brands fully maximize their assets?

Responses Number of Responses   Percentage Yes 8 2.9% No 256 93.4% Other 10 3.6% Total 274 "Other" Responses

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Which of the following "external" brand assets is most often sub-optimized? (check all that apply)

Responses Number of Responses   Percentage Entertainment sponsorships 81 14.0% Event sponsorships 114 19.8% Sports sponsorships 56 9.7% Media partnerships 114 19.8% Retailer partnerships 168 29.1% Other 44 7.6% Total 577 "Other" Responses

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Which of the following "internal" brand assets is most often sub-optimized? (check as many as apply)

Responses Number of Responses   Percentage Billing Statements 70 6.6% Brand Image 86 8.2% Customer Databases 156 14.8% Distribution System 84 8.0% Employees 185 17.5% Product Design 64 6.1% Service Features 85 8.1% Retail Outlets 91 8.6% Sales Force 118 11.2% Website 101 9.6% Other 15 1.4% Total 1055 "Other" Responses

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In most cases, why do you think a brand's assets are not fully activated? (check as many as apply)

Responses Number of Responses   Percentage Assets are not strategically aligned with the brand's marketing objectives 148 10.9% Assets are not effectively extended into local markets 86 6.3% Certain assets simply are not evaluated for their marketing potential 178 13.1% Communications gaps between the brand's various agencies 131 9.6% Communications gaps between those who acquire assets and those responsible for activating them 118 8.7% Dearth of creative thinking 123 9.0% Failure to integrate internal and external assets 144 10.6% Gap between marketing and sales organizations 159 11.7% Insufficient commitment / follow-through 128 9.4% Lack of awareness of available assets 107 7.9% Other 38 2.8% Total 1360 "Other" Responses

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Which brands do you think do the best job of maximizing their assets and why?

Verbatim Responses

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My company size in (US Retail topline revenues)

Responses Number of Responses   Percentage Less Than $500MM 183 69.6% $501MM - $999MM 26 9.9% $1B - $2B 15 5.7% $2B-$5B 4 1.5% $5B- $10B 12 4.6% $10B+ 23 8.7% Total 263

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Do you work at:

Responses Number of Responses   Percentage Manufacturer 45 16.5% Retailer 6 2.2% Service Industry 31 11.4% Consultant 71 26.1% Agency 85 31.3% Other 34 12.5% Total 272 "Other" Responses

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Number of years in marketing:

Responses Number of Responses   Percentage More than 15 122 44.7% 10-15 65 23.8% 5-10 62 22.7% Fewer than 5 24 8.8% Total 273