For major brands with wide recognition and significant market presence, marketing isn’t about making noise. It’s about maintaining leadership, defending market share, and deepening customer relationships. Your budget may represent a smaller percentage of net revenue (typically 2–10%), but the absolute investment remains substantial.

Here’s a strategic checklist to guide your marketing budget decisions at scale:

1. Start with Your Strategic Role
Is your brand defending against disruption or pushing for expansion?

• Retailers facing new entrants (e.g. Amazon) may need more aggressive digital investment.
• More stable sectors might focus on retention and share of wallet.

2.Prioritise Brand Maintenance and Loyalty
Ensure consistent investment in:

• Omnichannel brand presence (TV, OOH, digital, in-store)
• Customer loyalty ecosystems
• Personalisation at scale through CRM and data platforms

3. Invest in Infrastructure, Not Just Media
Allocate meaningful budget toward:

• Advanced analytics & attribution
• Marketing automation & AI-driven personalisation
• Cross-functional integration with tech and ops teams

4. Support ESG and Corporate Communications

• Maintain strong, transparent messaging around sustainability, governance, and ethics.
• ESG performance and communication are now brand equity drivers.

5. Tailor Spend by Market & Channel
Budget flexibly depending on:

• Market maturity and cost
• Media mix requirements (e.g. global TV vs. local influencer marketing)
• Economies of scale in content production, media buying, and tech infrastructure

6. Refer to Core Budgeting Fundamentals
Even at scale, the basics apply. Revisit our foundational articlehere.

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Big brands play the long game. With a smart, balanced investment strategy, marketing becomes a powerful lever for resilience, reputation, and revenue.