Branding Basics

Ninety-six percent of CEOs, presidents and senior execs at some of the world's largest firms have finally grasped that building brand is key to business. According to a new
survey from Patrick Marketing Group, 53% of senior executives consider branding to be important, and 43% consider it vital to their overall business success. Senior management
believes too little is spent on branding, with 57% of respondents reporting they don't pump enough dollars into branding efforts. Only 6% believe their organizations spend too
much or waste funds on misdirected campaigns. For more survey results, see the full report at