The survey conducted by Public Relations Global Network (PRGN) finds business leaders view brand influence as increasingly important, with digital channels leading growth strategies.
A new global survey of marketing and business leaders across 40 countries highlights a fundamental shift in branding strategies, with trust, reputation and digital engagement emerging as the most important drivers of brand influence. The research, which was commissioned by the Public Relations Global Network (PRGN) and conducted by Researchscape International with the involvement of PRGN’s 50+ member agencies globally, provides key insights into how businesses are redefining influence in an era shaped by digital transformation and evolving consumer trust.
The study found that 89% of business leaders view brand influence as “extremely” or “very” important to organizational success, with 67% expecting its importance to increase over the next three to five years. The study also found that 87% have already adjusted their strategies to strengthen brand influence, with 29% having made major changes to stay competitive
“These results reveal a significant transformation in how organizations perceive and develop brand impact. It is no longer just about being in the market; it is about building trusting and sincere relationships with stakeholders. This shows why brand impact is becoming increasingly important in today’s business world,” said Natacha Clarac, President of PRGN.
“Digital transformation in brand communications is inevitable,” said Bill Southard, Chairman of PRGN’s Marketing and Communications Committee. “Organizations must embrace these platforms while continuing to build authentic connections with their target audiences.”
Among the key findings of the survey
Trust and digital presence define brand impact
Respondents cited trust as the most critical brand element, with 65 percent and reputation as the most critical, with customer loyalty (42 percent) and brand value (19 percent) being prominent indicators for measuring impact. Digital and social media platforms have become central to brand development, with 76 percent of respondents indicating that social media has an “extremely” or “very important” impact.
Leaders seek better measurement and digital strategies
60 percent of respondents said they needed advanced measurement and analysis capabilities, while 57 percent said they needed deeper insights into digital strategies and purpose-driven branding.
Most influential brands: Apple, Nike and Coca-Cola
According to respondents, the most influential brands were Apple (30%), Nike (13%) and Coca-Cola (9%). These brands represent the power to create long-term impact through consistent brand building and innovation.
Consumer behavior and employee trust drive brand impact
89 percent of respondents rated a brand’s influence on consumer behavior as “extremely” or “very important.” Employees were also among the most trusted stakeholders. 63 percent of respondents said they trusted employees “extremely” or “very”, underscoring the importance of internal brand advocates.
Natacha Clarac, “We wanted to better understand the importance of brand impact in the rapidly changing business environment, and the results of this research offer important insight into this critical issue,” he said. “The findings provide a roadmap for how brands can strengthen their impact in an environment of changing consumer expectations and increasing digital engagement.”
The online survey polled business leaders from more than 40 countries and was conducted by PRGN’s 50+ member agencies globally and supported by Researchscape.