The Chartered Institute of Marketing (CIM) has interviewed 344 of its members to discover their priorities as lockdown eases. Brands treaded carefully during the pandemic and, it appears will continue to do so, with brand reputation being the priority for most.
The survey ran between July and August. With brand equity the focus over recent months, sales figures are a side-concern for the majority of marketers.
The Drum explores the research here.
Brand reputation remained the number one priority for six in 10 respondents, while sales-based activities were sidelined.
“It is clear that the UK marketing community is not prepared to sacrifice short-term gain for long-term pain,“ he added.