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Richmond Events US Business Panel Research - Brand research

The latest Richmond Event's business panel report is now available. Please read on for headline findings and the full report.

Headline Findings

• No real surprise that marketing leads the way in terms of being primarily responsible
for the brand, with this being the case for over 7 in 10 organizations.
• In terms of influencing the customer’s perception of the brand, again marketing
leads the way, yet surprisingly for less than half of the panel. The next areas seen
to have most influence are Sales, and Operations.
• 97% of the panel feel brand reputation is very or quite important to their
organization. Only 3% (thankfully or bizarrely dependent on your point of view) find
it not very or not at all important.
• Despite its importance (above) two thirds measure brand reputation, one fifth don’t
and the rest aren’t sure.
• The top 3 tools to measure an organization’s brand reputation are social media
tracking & analysis, focus groups and brand tracking research.
• The panel feels 35% of their department have high engagement levels with the
brand, compared to 30% of the wider organization and 32% of their customers. It
may be considered slightly worrying that the figure is higher for customer
engagement than it is for their colleagues in other departments.
• The panel also feel 17% of their department have low engagement levels for their
brand, as opposed to only 15% of their customers. A potential problem?
• 63% of the panel feel there is a slight mismatch between what their customers and
what their employees think of their brand. A similar number, 62% feel their own
perception of their brand is similar to their customers’ perception.
• In terms of the importance of their organization’s brand reputation to the panel
personally, 15% say it’s essential - they’ll only work for an organization with a
strong brand, whereas 62% say it’s very important – a key factor as to where they
• 79% of organizations have a set of brand principles / values. 52% of the panel can
even remember what they are, with a further 33% being able to….sort of!

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