Of 125 respondents in the US and overseas, 44% said the economic climate has had no impact on their marketing budgets; while 40% reported that decreases in their budgets are in proportion to reductions made across the board in their organisations.
Only 16% said their marketing budgets were cut by a disproportionate amount to other budget cuts. Interbrand conducted the survey online over a four-week period.
The results are to be released as part of a survey called Branding State of the Union. The survey was conducted in August -- before the terrorist attacks on the US that have lead to so much pessimism in the media industry.
Ann Bahr-Thompson, executive director of strategy and planning at Interbrand, said, "Contrary to what some of the industry experts have predicted in recent months, the Interbrand survey shows that marketing and branding initiatives are still receiving substantial support within their organisations."
Industry commentators have noted that branding is one of the disciplines most likely to suffer during the general marketing downturn, as companies can not justify big spend on new images while cutting jobs and budgets.
Interbrand is part of the Omnicom marketing services group. It has 26 offices in 20 countries and advises on creation, ehnancement and valuation of clients' brands.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .