Survey explores how to keep a brand strong.

• Position: Marketing News - Association of National Advertisers - Survey - Brief article

Even if you have a strong brand today, you have to continually maintain it in order to keep it strong for tomorrow, according to a new survey report released by the Association of National Advertisers, New York.

The survey was designed to provide the industry with key insights and best practices related to building brand equity and combating brand deterioration. Most respondents agreed that when customer conversion or repeat rate versus the competitor slips, it is a clear warning sign that the brand is at risk. The top five warming signs that companies need to respond to include:

1. Customer conversion or repeat versus competitor slips (70 percent).

2. The percent of customers who rate the brand as "excellent" slips (68 percent).

3. Net promoter score slips (67 percent).

4. Growing disparity between what customer's rate highly about a company's brand and its brand...