During an early 2023 survey in the United States, 33.5 percent of responding chief marketing officers (CMOs) stated that their company very highly embraced the idea of brands being a key intangible asset. Among professionals managing brands in the mining and construction sector, the share reached 60 percent. Over 45 percent of CMOs in the banking, finance, and insurance sector mentioned their enterprises very highly embraced the concept of brands as an intangible asset owned by their companies.
Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry
among marketing leaders at for-profit companies; only those who rated the statement as "very highly"
Method of interview
Email survey
Supplementary notes
The question was phrased by the source as follows:
"Rate the degree to which the following ideas related to branding are embraced in your company: Brands are a key intangible asset owned by our company."
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The CMO Survey. (March 28, 2023). Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry [Graph]. In Statista. Retrieved October 02, 2024, from https://www.statista.com/statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey. "Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry." Chart. March 28, 2023. Statista. Accessed October 02, 2024. https://www.statista.com/statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey. (2023). Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry. Statista. Statista Inc.. Accessed: October 02, 2024. https://www.statista.com/statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey. "Percentage of Cmos Who Consider Brands a Key Intangible Asset Owned by Their Company in The United States as of February 2023, by Industry." Statista, Statista Inc., 28 Mar 2023, https://www.statista.com/statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey, Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry Statista, https://www.statista.com/statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/ (last visited October 02, 2024)
Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry [Graph], The CMO Survey, March 28, 2023. [Online]. Available: https://www.statista.com/statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/