{"id":44790,"date":"2025-03-03T13:48:52","date_gmt":"2025-03-03T12:48:52","guid":{"rendered":"https:\/\/www.celum.com\/en\/?p=44790"},"modified":"2025-07-30T13:11:48","modified_gmt":"2025-07-30T11:11:48","slug":"brand-management-research","status":"publish","type":"post","link":"https:\/\/www.celum.com\/en\/blog\/brand-management-research\/","title":{"rendered":"The State of Brand Management Today (Based on Research)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"44790\" class=\"elementor elementor-44790\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5862c0f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5862c0f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4e44910\" data-id=\"4e44910\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e35a7be elementor-widget elementor-widget-text-editor\" data-id=\"e35a7be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The impact of a brand on a business&#8217; success is irrefutable.<\/span><\/p><p><span style=\"font-weight: 400;\">It&#8217;s practically impossible to refute the impact a brand has on a business.<\/span><\/p><p><span style=\"font-weight: 400;\">A brand is what sends a strong quality and reliability signal about your products.<\/span><\/p><p><span style=\"font-weight: 400;\">It can emphasize innovation of your products, their reliability, a proven track record or set you up from the competition.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Not to mention that a robust brand can provide a cushion during challenging times such as product recalls, supply chain disruptions, or regulatory issues.<\/span><\/p><p><span style=\"font-weight: 400;\">And it&#8217;s not just our opinion, of course.<\/span><\/p><p><b>Jeff Bezos famously stated that a brand for a company is like a reputation for a person.<\/b><\/p><p><b>Steve Forbes, the editor-in-chief of the renowned publication noted: &#8220;Your brand is the single most important investment you can make in your business.&#8221;<\/b><\/p><p><b>Howard Schultz, former CEO of Starbucks said: &#8220;A great brand raises the bar \u2013 it adds a greater sense of purpose to the experience.&#8221;<\/b><\/p><p><span style=\"font-weight: 400;\">Customers concur.<\/span><\/p><p><span style=\"font-weight: 400;\">81% of consumers openly state that they need to trust a brand to even consider buying from it. (<\/span><a href=\"https:\/\/explodingtopics.com\/blog\/branding-stats\"><span style=\"font-weight: 400;\">source<\/span><\/a><span style=\"font-weight: 400;\">) According to the same source, 77% of consumers prefer shopping with brands they follow on social media, suggesting that they know and at least somewhat trust those brands. <\/span>But<span style=\"font-weight: 400;\"> unfortunately, only<\/span><a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2019-07\/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf\"> <span style=\"font-weight: 400;\">31% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> admit they trust <\/span><span style=\"font-weight: 400;\">most of the brands<\/span><span style=\"font-weight: 400;\"> they use.<\/span><\/p><p><b>This last data point in particular suggests that there is still a significant gap between what customers expect and what companies deliver in terms of their branding.<\/b><\/p><p><span style=\"font-weight: 400;\">In turn, it reveals that a large number of companies might still struggle with<\/span><a href=\"https:\/\/www.celum.com\/en\/blog\/brand-management\/\"> <span style=\"font-weight: 400;\">brand management<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">So, with such findings in mind, we decided to evaluate what is the state of brand management today.<\/span><\/p><p><span style=\"font-weight: 400;\">For that reason, we&#8217;ve conducted<\/span><a href=\"https:\/\/www.celum.com\/en\/brand-management-survey-report\/\"> <span style=\"font-weight: 400;\">major research<\/span><\/a><span style=\"font-weight: 400;\"> into how companies manage to present a consistent image across all channels.<\/span><\/p><p><span style=\"font-weight: 400;\">We&#8217;ve shared some of our findings below.<\/span><\/p><p><span style=\"font-weight: 400;\">Before we get to the good stuff, though, let&#8217;s recap the concept of brand management.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50b343f elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"50b343f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h5&quot;,&quot;h6&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__50b343f\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8c61b3a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8c61b3a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d07b18a\" data-id=\"d07b18a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9311d0 elementor-widget elementor-widget-heading\" data-id=\"d9311d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is Brand Management?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f23b48 elementor-widget elementor-widget-text-editor\" data-id=\"4f23b48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">When we use the term &#8211; <\/span><i><span style=\"font-weight: 400;\">brand management<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; we refer to strategic efforts to maintain a consistent brand image across all channels and customer touchpoints. Efforts that aim to deliver an instant recognition from customers, and a clear understanding of the brand&#8217;s values.<\/span><\/p><p><span style=\"font-weight: 400;\">Note that we said, efforts. That&#8217;s because brand management isn\u2019t a singular process. A thorough brand management strategy would, typically, involve various activities ranging from brand positioning, identity development or brand communication to brand asset management, and more. And even those activities can be broken down into several other activities.<\/span><\/p><p><span style=\"font-weight: 400;\">In other words, brand management is a combination of various processes leading to similar goals: Increased brand awareness, loyalty, or greater market differentiation.<\/span><\/p><p><span style=\"font-weight: 400;\">In our research, we focused on evaluating how companies manage that combination of processes, from the structure of their team, to challenges that prevent them from building strong and memorable brands.<\/span><\/p><p><span style=\"font-weight: 400;\">This has allowed us to better understand the state of brand management today.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-573defe elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"573defe\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9f6e3a9\" data-id=\"9f6e3a9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-62b6235 elementor-widget elementor-widget-heading\" data-id=\"62b6235\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand management adoption varies greatly across industries.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4fd4bf6 elementor-widget elementor-widget-text-editor\" data-id=\"4fd4bf6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Naturally, no report will paint the full picture of the adoption of such complex processes as brand management across all industries.<\/span><\/p><p><span style=\"font-weight: 400;\">Our research is no different. After all, we&#8217;ve mostly branding specialists without our sphere of influence to participate. However, even such a limited sample set allowed us to paint a strong picture of what types of industries tend to invest in brand management the most.<\/span><\/p><p><span style=\"font-weight: 400;\">In our sample set, the manufacturing industry clearly led the pack.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">38% of manufacturing companies that participated in the research admitted to investing and focusing on brand management efforts. Services and retail followed with 18% and 12% respectively.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-572440b elementor-widget elementor-widget-image\" data-id=\"572440b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"473\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Industries_EN-1024x606.png\" class=\"attachment-large size-large wp-image-44796\" alt=\"Brand management adoption across industries according to CELUM&#039;s research.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Industries_EN-1024x606.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Industries_EN-300x178.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Industries_EN-768x455.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Industries_EN-1536x910.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Industries_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Brand management adoption across industries according to CELUM's research.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f56b85d elementor-widget elementor-widget-text-editor\" data-id=\"f56b85d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Interestingly, our research matches other similar findings.<\/span><\/p><p><span style=\"font-weight: 400;\">For example,<\/span><a href=\"https:\/\/www.verifiedmarketresearch.com\/product\/brand-management-software-market\/\"> <span style=\"font-weight: 400;\">Verified Market Research report<\/span><\/a><span style=\"font-weight: 400;\"> lists retail, healthcare, financial services and manufacturing as the largest adopters of brand management.<\/span><\/p><p><span style=\"font-weight: 400;\">Another interesting fact about this data is that brand management does not seem to enjoy a high adoption in the tech industry, the actual largest one in terms of brand value.<\/span><\/p><p><span style=\"font-weight: 400;\">According to the Brand Finance Global 500 index, tech companies make up to $1.3 trillion in brand value. Yet, they aren&#8217;t present among the top adopters of brand management.<\/span><\/p><p><span style=\"font-weight: 400;\">The situation is different with the second most valuable industry in terms of brand value, retail. As ours and other research studies\u00a0 discovered, retail companies invest in brand management quite heavily.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f919ebe elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f919ebe\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ae52351\" data-id=\"ae52351\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f88aa5 elementor-widget elementor-widget-heading\" data-id=\"7f88aa5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand management looks more like a joint effort.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24c1abe elementor-widget elementor-widget-text-editor\" data-id=\"24c1abe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">What&#8217;s more, the responsibility for overseeing brand management efforts is often distributed across several professions.<\/span><\/p><p><span style=\"font-weight: 400;\">Our respondents, for example, ranged from marketing managers, brand managers, designers, content creators, and even salespeople.<\/span><\/p><p><span style=\"font-weight: 400;\">Interestingly, brand managers didn&#8217;t form the largest groups. <\/span><b>Only 20% of participating companies had a dedicated brand manager.<\/b><\/p><p><span style=\"font-weight: 400;\">This might suggest that the position of a brand manager is still relatively new. Or that companies prefer to turn over the responsibility for managing the brand to the marketing team.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-92e79f9 elementor-widget elementor-widget-image\" data-id=\"92e79f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"244\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_JobTitle_EN-1024x312.png\" class=\"attachment-large size-large wp-image-44797\" alt=\"Brand management by job function according to CELUM&#039;s research.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_JobTitle_EN-1024x312.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_JobTitle_EN-300x91.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_JobTitle_EN-768x234.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_JobTitle_EN-1536x468.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_JobTitle_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Brand management by job function according to CELUM's research.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d99ce0d elementor-widget elementor-widget-text-editor\" data-id=\"d99ce0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Interestingly, our brands match various expert opinions. In his article,<\/span><a href=\"https:\/\/www.linkedin.com\/pulse\/20141028043917-3485440-who-is-responsible-for-brand-management\"> <span style=\"font-weight: 400;\">Who is Responsible for Brand Management<\/span><\/a><span style=\"font-weight: 400;\">,\u00a0 branding expert, Mike Anthony recalls a panel discussion on the topic during which participants unanimously admitted that consumer marketing should be held responsible for brand management.<\/span><\/p><p><span style=\"font-weight: 400;\">In the article, Anthony explains: &#8220;<\/span><i><span style=\"font-weight: 400;\">I have a belief that the only reason that there was such a strong\u00a0 consensus around the group that consumer marketers are in charge of\u00a0 brands is historical. For a long time consumer marketers have been called brand managers, and that\u2019s just the way it has been.<\/span><\/i><span style=\"font-weight: 400;\">&#8220;<\/span><\/p><p><span style=\"font-weight: 400;\">Another interesting data point to match this comes from WiserNotify. In their collection of<\/span><a href=\"https:\/\/wisernotify.com\/blog\/branding-stats\/#branding-marketing-statistics\"> <span style=\"font-weight: 400;\">branding statistics<\/span><\/a><span style=\"font-weight: 400;\">, the company shares that 10-20% of <\/span><span style=\"font-weight: 400;\">marketing budgets<\/span><span style=\"font-weight: 400;\"> are spent on branding and rebranding by most companies. Based on this, we can deduce a lack of dedicated branding budget to oversee those efforts.<\/span><\/p><p><span style=\"font-weight: 400;\">Now, whether this should change is open to debate. However, it is worth noting that, for now, the actual responsibility for brand management remains scattered across various professions.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-80a0cae elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"80a0cae\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-74ebfde\" data-id=\"74ebfde\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f452580 elementor-widget elementor-widget-image\" data-id=\"f452580\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"239\" height=\"300\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/03\/IMG_Cover-BM-Report-without-shadow_EN-239x300.png\" class=\"attachment-medium size-medium wp-image-44817\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/03\/IMG_Cover-BM-Report-without-shadow_EN-239x300.png 239w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/03\/IMG_Cover-BM-Report-without-shadow_EN-816x1024.png 816w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/03\/IMG_Cover-BM-Report-without-shadow_EN-768x964.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/03\/IMG_Cover-BM-Report-without-shadow_EN-1224x1536.png 1224w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/03\/IMG_Cover-BM-Report-without-shadow_EN.png 1530w\" sizes=\"(max-width: 239px) 100vw, 239px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-ca0bb69\" data-id=\"ca0bb69\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-973c01c elementor-widget elementor-widget-heading\" data-id=\"973c01c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 2024 state of brand management tools in europe<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ba6f40 elementor-widget elementor-widget-text-editor\" data-id=\"2ba6f40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Gain the latest insights into brand management with our 2024 Brand Management Survey! We surveyed marketing and brand managers from medium and large B2B and B2C organisations across Europe to understand the current state of Brand Management tools \u2013 and the results are insightful.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fc57f4 elementor-align-left celum-button celum-button--secondary elementor-widget elementor-widget-button\" data-id=\"6fc57f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/brand-management-survey-report\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get the Report<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aea927d elementor-widget__width-auto elementor-absolute elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"aea927d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2021\/03\/NEW-Dark.svg\" class=\"attachment-medium size-medium wp-image-7524\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37a9522 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37a9522\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7854650\" data-id=\"7854650\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d5494e elementor-widget elementor-widget-heading\" data-id=\"3d5494e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand management activities vary between companies.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b46869e elementor-widget elementor-widget-text-editor\" data-id=\"b46869e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This particular finding isn&#8217;t entirely surprising. After all, brand management in itself consists of several different areas of focus.<\/span><\/p><p><span style=\"font-weight: 400;\">First, there are two different types of brand management:<\/span><\/p><p><b>Strategic brand management<\/b><span style=\"font-weight: 400;\"> \u2013\u00a0 The process of overseeing and developing a brand to ensure it aligns\u00a0 with business objectives and resonates with the target audience.<\/span><\/p><p><span style=\"font-weight: 400;\">Strategic brand management involves creating a unique brand identity,\u00a0 communicating it effectively, and consistently monitoring and adjusting strategies to maintain a strong brand reputation and competitive advantage.<\/span><\/p><p><b>Digital brand management<\/b><span style=\"font-weight: 400;\">, on the other hand, is the process of maintaining and enhancing a brand\u2019s presence in the digital realm.<\/span><\/p><p><span style=\"font-weight: 400;\">This process involves using online marketing channels \u2013 social media,\u00a0 website, online advertising, content, and more \u2013 to communicate the\u00a0 brand\u2019s identity effectively, engage with the target audience, and\u00a0 manage its reputation.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Then, activities across brand management efforts vary greatly, too.<\/span><\/p><p><span style=\"font-weight: 400;\">In general, however, according to Gartner, companies invest about<\/span><a href=\"https:\/\/www.gartner.com\/en\/articles\/what-marketing-budgets-look-like-in-2022\"> <span style=\"font-weight: 400;\">9.7% of their marketing budget<\/span><\/a><span style=\"font-weight: 400;\"> into brand strategy. As the company states in the report:<\/span><\/p><p><span style=\"font-weight: 400;\">&#8220;<\/span><i><span style=\"font-weight: 400;\">This indicates a return to marketing\u2019s core value proposition: to build awareness and engagement with compelling brand marketing and effective campaigns that connect with customers to deliver results.<\/span><\/i><span style=\"font-weight: 400;\">&#8220;<\/span><\/p><p><span style=\"font-weight: 400;\">Salesforce suggests approximately<\/span><a href=\"https:\/\/www.salesforce.com\/marketing\/how-to-create-marketing-budget\/\"> <span style=\"font-weight: 400;\">10-20% of marketing budgets<\/span><\/a><span style=\"font-weight: 400;\"> to be allocated to brand awareness.<\/span><\/p><p><span style=\"font-weight: 400;\">However, this data suggests that brand management doesn&#8217;t seem to play as critical role in the company&#8217;s overall marketing, with higher budgets being dedicated to other aspects of promotion.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9b96239 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9b96239\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-41f6d9e\" data-id=\"41f6d9e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9a0e228 elementor-widget elementor-widget-heading\" data-id=\"9a0e228\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">It's hard to manage a brand without dedicated tools.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6358637 elementor-widget elementor-widget-text-editor\" data-id=\"6358637\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Naturally, it would be impossible to manage something as complex as a brand and its consistent representation without at least some software.\u00a0 And needless to say, this is where our findings become particularly interesting.<\/span><\/p><p><span style=\"font-weight: 400;\">First of all, in spite of the existence of dedicated<\/span><a href=\"https:\/\/www.celum.com\/en\/brand-management-software\/\"> <span style=\"font-weight: 400;\">brand management platforms<\/span><\/a><span style=\"font-weight: 400;\">, only 3% of our respondents admitted to be already using such a tool.<\/span><\/p><p><span style=\"font-weight: 400;\">Most (26%) utilise a<\/span><a href=\"https:\/\/www.celum.com\/en\/digital-asset-management-software\/\"> <span style=\"font-weight: 400;\">digital asset management platform<\/span><\/a><span style=\"font-weight: 400;\"> to manage brand assets.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">24% try to do it with a combination of various Microsoft Office or Google Workspace tools, while another 22% employ cloud services (i.e., Adobe).<\/span><\/p><p><span style=\"font-weight: 400;\">Interestingly, 6% of respondents admitted to having no specific tool at all to manage brand assets!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-500c355 elementor-widget elementor-widget-image\" data-id=\"500c355\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"288\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Tools_EN-1024x368.png\" class=\"attachment-large size-large wp-image-44798\" alt=\"Brand management tools adoption as per our research.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Tools_EN-1024x368.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Tools_EN-300x108.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Tools_EN-768x276.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Tools_EN-1536x552.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Tools_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Brand management tools adoption as per our research.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4820d7 elementor-widget elementor-widget-text-editor\" data-id=\"f4820d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Our findings differ slightly from other available sources. However, all research confirms that only less than 10% of companies turn to integrated brand management solutions like CELUM offers, that combine DAM features with additional features like collaboration, analytics, and more.<\/span><\/p><p><span style=\"font-weight: 400;\">According to<\/span><a href=\"https:\/\/www.verifiedmarketresearch.com\/product\/brand-management-software-market\/\"> <span style=\"font-weight: 400;\">this research<\/span><\/a><span style=\"font-weight: 400;\"> by Verified Market Research, 35% of companies use general purpose tools like Google Workspace or Microsoft Office. 25% invest in a DAM platform, and only the aforementioned less than 10% use dedicated platforms.<\/span><\/p><p><span style=\"font-weight: 400;\">But, as it turns out, companies aren&#8217;t fully satisfied with their current stack.<\/span><\/p><p><span style=\"font-weight: 400;\">Our research revealed that the average satisfaction with the current tools is only 6.7.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c29dbd1 elementor-widget elementor-widget-image\" data-id=\"c29dbd1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"416\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Satisfaction_EN-1024x532.png\" class=\"attachment-large size-large wp-image-44799\" alt=\"Satisfaction levels with current tools, as per CELUM research.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Satisfaction_EN-1024x532.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Satisfaction_EN-300x156.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Satisfaction_EN-768x399.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Satisfaction_EN-1536x798.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Satisfaction_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Satisfaction levels with current tools, as per CELUM research.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2716e51 elementor-widget elementor-widget-text-editor\" data-id=\"2716e51\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Another interesting, and highly encouraging aspect of brand management we&#8217;ve discovered is the frequency of turning to those processes and tools.<\/span><\/p><p><span style=\"font-weight: 400;\">According to our findings, 54% of companies turn to their brand management processes and tools daily. 26% do so weekly, and only 8% occasionally perform actions within their brand management platforms.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-77742a8 elementor-widget elementor-widget-image\" data-id=\"77742a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"448\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Calendar_EN-1024x573.png\" class=\"attachment-large size-large wp-image-44800\" alt=\"The frequency of using brand management tools.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Calendar_EN-1024x573.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Calendar_EN-300x168.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Calendar_EN-768x430.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Calendar_EN-1536x860.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Calendar_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">The frequency of using brand management tools.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14f2d58 elementor-widget elementor-widget-text-editor\" data-id=\"14f2d58\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This matches other available research points suggesting that<\/span><a href=\"https:\/\/cloudinary.com\/guides\/digital-asset-management\/digital-asset-management-statistics\"> <span style=\"font-weight: 400;\">70% of creative and marketing teams<\/span><\/a><span style=\"font-weight: 400;\"> access brand management tools daily, and 20% use them on weekly basis.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-39db639 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39db639\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0f5d082\" data-id=\"0f5d082\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b7c732f elementor-widget elementor-widget-heading\" data-id=\"b7c732f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">For brand management, limited collaboration and communication opportunities cause the most problems.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-808cec7 elementor-widget elementor-widget-text-editor\" data-id=\"808cec7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It has to be said, we weren&#8217;t particularly surprised by this finding.<\/span><\/p><p><span style=\"font-weight: 400;\">After all, the vast majority of companies are not using dedicated brand management platforms yet. The circumstance, that respondents are missing critical features and capabilities, only makes sense. Traditional, DAM-only tools, Office suite platforms, etc. offer limited set of capabilities to cover the entire spectrum of brand management.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They often lack dedicated collaboration and communication features, something that 25% of our respondents lack.<\/span><\/li><\/ul><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aside from DAM, these solutions do not offer a way to properly manage a large scale of brand assets. And 22% of our respondents mentioned difficulties in asset management preventing them from availing of the full potential of brand management.<\/span><\/li><\/ul><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To 17%, the biggest challenge was maintaining consistency across channels. Needless to say, this issue can easily be attributed to challenges with communication and collaboration. After all, with teams working on projects in silos, maintaining consistency is almost impossible.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The same goes for another challenge that 15% of our respondents highlighted &#8211; difficulties in scaling branding efforts. A lack of a dedicated platform can easily result in chaos in the process, and many projects being unsuccessful or even halted altogether for various reasons.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9be43e0 elementor-widget elementor-widget-image\" data-id=\"9be43e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"356\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Challenges_EN-1024x456.png\" class=\"attachment-large size-large wp-image-44801\" alt=\"The most pressing challenges in brand management according to CELUM research.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Challenges_EN-1024x456.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Challenges_EN-300x134.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Challenges_EN-768x342.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Challenges_EN-1536x684.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMGraphic_Challenges_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">The most pressing challenges in brand management according to CELUM research.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-27c3998 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27c3998\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9b7884b\" data-id=\"9b7884b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b99ed20 elementor-widget elementor-widget-heading\" data-id=\"b99ed20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Want to learn more?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b642ab2 elementor-widget elementor-widget-text-editor\" data-id=\"b642ab2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Then download our<\/span><a href=\"https:\/\/www.celum.com\/en\/brand-management-survey-report\/\"> <span style=\"font-weight: 400;\">The 2024 State of Brand Management Tools in Europe<\/span><\/a><span style=\"font-weight: 400;\"> report.<\/span><\/p><h3><b>Need to take your brand management to the next level?<\/b><\/h3><p><span style=\"font-weight: 400;\">Our brand management platform, CELUM, offers all the features and capabilities to help you:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">centrally manage branding features such as logo, colours, visuals<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">manage feedback and approval workflows<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">manage brand guidelines<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">enable everyone to use branding features correctly<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">share brand assets safely through dedicated Portals, and more.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Learn more about<\/span><a href=\"https:\/\/www.celum.com\/en\/brand-management-software\/\"> <span style=\"font-weight: 400;\">CELUM&#8217;s Brand Management Software<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>81% of consumers need to trust a brand before they will buy. Let&#8217;s explore the latest brand management research to understand why.<\/p>\n","protected":false},"author":53,"featured_media":44791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[179],"tags":[],"post_folder":[],"class_list":["post-44790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The State of Brand Management Today (Based on Research) - Celum<\/title>\n<meta name=\"description\" content=\"81% of consumers need to trust a brand before they will buy. 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Let&#039;s explore the latest brand management research to understand why.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.celum.com\/en\/blog\/brand-management-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Celum\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/celumcorporate\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-03T12:48:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-30T11:11:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/BMReportBlogpost_FeaturedImage.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2049\" \/>\n\t<meta property=\"og:image:height\" content=\"1077\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Viviana Rojas de Amon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CELUM\" \/>\n<meta name=\"twitter:site\" content=\"@CELUM\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Viviana Rojas de Amon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/\"},\"author\":{\"name\":\"Viviana Rojas de Amon\",\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/#\\\/schema\\\/person\\\/55c7caee5b9e9e98d3a4f5502123ae78\"},\"headline\":\"The State of Brand Management Today (Based on Research)\",\"datePublished\":\"2025-03-03T12:48:52+00:00\",\"dateModified\":\"2025-07-30T11:11:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/\"},\"wordCount\":1922,\"publisher\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.celum.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/02\\\/BMReportBlogpost_FeaturedImage.png\",\"articleSection\":[\"Brand Management\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/\",\"url\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/\",\"name\":\"The State of Brand Management Today (Based on Research) - Celum\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.celum.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/02\\\/BMReportBlogpost_FeaturedImage.png\",\"datePublished\":\"2025-03-03T12:48:52+00:00\",\"dateModified\":\"2025-07-30T11:11:48+00:00\",\"description\":\"81% of consumers need to trust a brand before they will buy. 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