MMA&Wpromote：2026品牌营销问责状况报告（英文版）（62页）.pdf

1、March 2026State of Brand Marketing AccountabilityForewordBrand marketing has an accountability challenge.Not because it doesnt work,but because too many organizations lack the measurement infrastructure to prove that it does.This isnt a new tension.But its getting worse.Over the past two years,budge

2、ts have steadily shifted toward performance marketing,not because performance is more effective,but because its easier to measure.The result:brand investment is being squeezed by a measurement gap,not a strategy gap.MMA Global and WPromote partnered on this study to answer a straightforward question

3、:what do the marketers who successfully defend brand budgets actually do differently?We surveyed 102 senior marketers across North America and found that roughly half have built what we call“Brand Accountability”,the ability to use measurement to justify and protect brand investment.The other half r

4、emain“vulnerable”.The gap between these two groups isnt about budget size,industry,or company maturity.It comes down to three things:measurement confidence,finance alignment,and the ability to link brand metrics to business results.Brand Accountable marketers arent just more confident,theyre getting

5、 more budget,more internal support,and more resilience when cuts come.This report lays out the data behind that divide and gives you a practical framework for closing it,whether youre starting from scratch or looking to sharpen what you already have.State of Brand Marketing Accountability in 2026The

6、 shift to Performance continuesConfidence in brand measurement is lowMarketing and Finance arent aligned on brand ROIThe#1 capability gap:linking brand metrics to salesYour managers may be more optimistic than reality warrants010203040545%of marketers shifted budget toward Performance over the past