Global study to provide a 360 degree view of how security and IT integrity influence brand assurance, confidence and value
Media scrutiny, public awareness and customer concern about security threats and failures are on the rise across every sector of business, public and consumer life. As a result, security has become an issue with significant implications for the relationship between businesses and their customers, suppliers, partners and investors. In response to this still-emerging business and marketing issue, the CMO Council is conducting the first major global study that catalogues the experiences and perceptions of consumers, corporate marketers and business executives worldwide, to provide a 360 degree view of how security and IT integrity influence brand assurance, confidence and value.
Secure the Trust of Your Brand is a major thought leadership initiative being undertaken by the Chief Marketing Officer (CMO) Council that promises to raise awareness and influence thinking about security among leading corporate marketers, brand managers and other executives. The global research initiative will provide the first comprehensive view of how digital security policies, processes and practices, as well as data and infrastructure integrity are impacting corporate reputations, and brand credibility.
Sponsored by Symantec Corporation and Factiva, Secure the Trust of Your Brand , involves extensive research and analytics by business schools such as Emory University’s Zyman Institute of Brand Science, leading media publishers, information service providers, and other experts. The goal is to assess how much security now influences customer consideration, acquisition and retention. Leading brands in banking, insurance, securities, data management, retail, healthcare, technology, transportation, travel, hospitality and professional service sectors are represented on the program’s board.
New Initiative! Extending the conversations from Secure the Trust of Your Brand, Protection from Brand Infection , a new strategic interest study, will focus on enterprise brand protection and take a deep dive into the brand image and integrity issues and implications of online counterfeit sales, gray market knock-offs, phishing attacks, cyber squatting, email scams, online brand and trademark abuse, domain kiting, pay-per-click fraud, copyright and patent infringements, as well as product piracy and fakes. Learn more »
What is the impact of a security breach on a brand? This report details consumer insights and attitudes toward security issues and their effect on brand loyalty. It is the first in what will be an ongoing, comprehensive study of the impact of security on corporate brands. Despite being fielded in 2006, the findings and sentiments are still true today. More
