Recent research paints a concerning picture for businesses aiming to build strong, lasting brands. According to a study conducted by Marketing Week in partnership with Kantar and Google, only 17.3% of brand marketers feel that their organisations are investing sufficiently in the long-term health of their brands. This low figure highlights a growing trend: companies are finding it increasingly difficult to commit to sustained brand-building efforts.
At the heart of this challenge is widespread uncertainty and a lack of confidence about the future. In today’s fast-moving and volatile market, businesses face numerous pressures that encourage a focus on short-term gains rather than long-term strategy. The unpredictability of economic conditions, evolving consumer behaviours, and the constant threat of disruption make it hard for companies to look beyond the next quarter.
Adding to this instability is the influx of new market entrants, particularly from China, offering products at significantly lower prices. These newcomers intensify competitive pressure, forcing established brands to reassess their positioning and pricing strategies. The presence of cheaper alternatives in the market is unsettling for many companies, reinforcing a cautious approach to investment and innovation.
This environment creates a vicious cycle: the more uncertain the market feels, the harder it becomes for businesses to invest confidently in brand equity. Yet, without consistent and forward-looking investment, brands risk losing relevance and consumer loyalty over time. The very foundation of long-term growth depends on this balance—between navigating immediate challenges and nurturing the brand for the future.
In essence, the research underscores a critical truth: the current market climate is fragile and unpredictable, making sustained brand health more challenging to achieve than ever before. For businesses to thrive, they must find ways to overcome short-term pressures and maintain a clear vision for their brand’s future—despite the turbulence surrounding them.