Managers aren't focused on brand protection: study

A new survey suggests the majority of managers understand the importance of maintaining a strong brand during difficult economic times, but few are spending more time on brand protection, management-issues reports.

The British survey by intellectual property firm Marks & Clerk indicates 84 per cent of executives believe brand protection is more important in a recession than during favourable economic conditions.

Paradoxically, the survey also found that just a fifth of respondents are spending more time on brand protection than they were before to the global economic crisis.

The researchers say too many companies only focus on brand protection when their company comes under direct attack from competitors or me-too brands.

It's claimed the costs of brand protection and monitoring are relatively low and have the potential to ensure long-term resilience.