The extent to which B2B brand marketers around the world feel their brands currently deliver on the following brand platform components:
- “Customer centricity: Our brand is relevant to the needs/priorities of our customers”
- “Vision: Our brand vision aligns to corporate business goals”
- “Purpose: Our brand purpose aims to positively impact people’s lives and society”
- “Connectivity: Our brand connects with audiences on an emotional, human level”
- “Promise: Our brand promise is reflected in our customer experiences and engagements”
- “Values: Our brand values authentically represent our culture and working practices”
- “Personality: Our brand personality is expressed well visually and verbally”
- “Stand out: Our brand has creative stand out and distinction”
- “Employee centricity: Our brand is relevant to the needs/priorities of our employees”