Which of the following attributes is the KEY competitive advantage of your brand?

Responses  Number of Responses  Percentage customer service 58 28% databases 3 1% design 14 7% distribution 5 2% features/benefits 35 17% marketing 28 14% pricing 11 5% technology 11 5% other 40 20% Total 205

other Verbatims

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How would you characterize your brand's investment in research and development?

Responses   Number of Responses  Percentage more than adequate 27 17% adequate 59 37% less than adequate 51 32% nowhere near adequate 21 1% other 2 3% Total 205

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Must most products today offer services to be competitive?

Responses Number of Responses   Percentage yes 101 63% no 3 2% it depends 49 31% don't know 2 1% other 5 3% Total 206

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What is the single-smartest thing about your brand?

Verbatim Responses

Which brand (other than your own) do you think has the sharpest competitive edge and why?

Verbatim Responses

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Do you work at:

Responses Number of Responses   Percentage advertiser/brand 104 29% ad agency 28 14% promotion agency 13 7% direct agency 2 1% PR firm 6 3% consulting firm 23 12% marketing services company 24 12% media firm 12 6% retailer 9 5% other 7 4% Total 294

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Number of years in marketing?

Responses Number of Responses   Response Ratio less than five 32 16% 5-10 51 25% 10-15 37 18% over 15 84 41% Total 204