Mainebiz Promotional Inserts

What is the Maine Brand?

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Key findings 1. Maine businesses and U.S. consumers define the Maine brand by its natural outdoor beauty, people, products, and place. 2. Maine businesses and U.S. consumers alike agree that the Maine brand influences the development of products and services. In fact, U.S. consumers are willing to pay 22% more for Maine products and services. 3. Maine businesses and U.S. consumers agree that the Maine brand has a positive effect on the attraction and retention of a skilled workforce. • Outdoor brands rate this impact more positively than other business types. 4. Maine businesses and U.S. consumers agree that the Maine brand has a positive effect on the economic performance of businesses. • Businesses with a higher percentage of Maine sales as well as those in the food, agriculture, marine, and aquaculture sectors rate this impact more positively than other business types. 5. The impact of the Maine brand remains strong both for manufacturers as well as businesses grossing over $10 million in sales. Thus, as Maine businesses compete in the global marketplace, the Maine brand continues to be a differentiator that adds value. Methodology Online survey of 250 Maine business leaders from January-August 2023 promoted through public presentations, MaineBiz forum and online ad, direct email marketing, distribution by chambers of commerce and trade associations, and follow-up phone calls. Online survey of 500 U.S. consumers conducted on www.cloudresearch.com in May 2023. Research team Caroline Paras, MA Norm O'Reilly, MA, MBA, PhD, CPA Erin Percival Carter, PhD Melanie Brooks Connor Blake, MBA Robyn Dumont, MPPM Clare Murray, MS

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