PMG Survey Reveals Branding Perceptions by Corporate Executives

    CALABASAS, Calif.--Oct. 9, 2001--Marketing and other key executives are passionate when it comes to the subject of branding, according to a survey recently completed by the Patrick Marketing Group (PMG) of more than 300 randomly chosen respondents.
    In early October, the California-based marketing firm completed online interviews of CEOs, presidents and other senior execs at some of the world's largest firms, including AT&T, Xerox, Duracell, FedEx, Motorola, EDS, Kraft Foods, General Electric, Eastman Kodak, Siemens, Wells Fargo, Samsung, and many others.
    Participants were asked to discuss their understanding of the branding process, as well as their company's current practices and investment plans with regard to building brand equity.
    The survey provides insight into tough questions on the topic, such as: What is branding, really? What are its true secrets? Is it necessarily expensive? What are the obstacles?
    Almost everyone interviewed has some heartfelt opinion on the subject.
    Key topics covered by the survey include the importance of market research, integrated communications, the importance of a consistent, yet simple message, building the perception of quality, and the importance of driving the branding message to both internal and external audiences. The survey report is available free through the company's Web site at www.pmgdirect.com/reports/reports19.htm.