among marketing leaders at for-profit companies; only those who rated the statement as "very highly"
Method of interview
Email survey
Supplementary notes
The question was phrased by the source as follows:
"Rate the degree to which the following ideas related to branding are embraced in your company: Brands are a key intangible asset owned by our company."
Citation formats
Share of CMOs considering brands a key intangible asset in the U.S. 2023, by industry
During an early 2023 survey in the United States, **** percent of responding chief marketing officers (CMOs) stated that their company very highly embraced the idea of brands being a key intangible asset. Among professionals managing brands in the mining and construction sector, the share reached ** percent. Over ** percent of CMOs in the banking, finance, and insurance sector mentioned their enterprises very highly embraced the concept of brands as an intangible asset owned by their companies.
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The CMO Survey. (March 28, 2023). Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey. "Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry." Chart. March 28, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey. (2023). Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey. "Percentage of Cmos Who Consider Brands a Key Intangible Asset Owned by Their Company in The United States as of February 2023, by Industry." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 28 Mar 2023, /statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
The CMO Survey, Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry ÌÇÐÄÆƽâ°æ, /statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/ (last visited July 26, 2026)
Percentage of CMOs who consider brands a key intangible asset owned by their company in the United States as of February 2023, by industry [Graph], The CMO Survey, March 28, 2023. [Online]. Available: /statistics/1386559/cmos-consider-brands-a-key-intangible-asset-us-by-industry/
