clearly defined brand is what most companies need if they want to turn it into a weapon that brings in the profits, addresses and captures a global audience. In order to understand the branding needs of Fortune 500 companies, Gottschalk+Ash International, a worldwide leader in designing and building winning brands for companies reveals the findings of a survey on the attitudes corporations have towards branding firms. It examines the challenges companies face when hiring a branding firm, building internal brand awareness, managing a brand message and discusses what companies look for in a branding firm. Some of the findings of the study:

� Marketing: 67 percent of those interviewed reported that a branding firm had not marketed to them in the past 12 months. Thirty four percent commented that a branding company had never approached them.... more