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United States : 75 Percent of Multi-Brand Company Executives Report that Parent Brand is As Important as Product Brands.

According to a survey by global public relations agency Weber Shandwick and KRC Research, 75 percent of executives at companies that manage products under multiple brand names now believe that a strong parent brand reputation is as important as the company s individual product brands.

Alongside that finding, a majority of these companies have increased their corporate reputation-building efforts in the past few years.

This third installment of Weber Shandwick s global research, The Company behind the Brand: In Reputation We Trust Multi-Brand Spotlight, explores how executives in companies that market their products under multiple brand names differ from those companies who market mostly under one brand name in their approach to building reputation. It addresses why it may be critical for product brands to be transparent about their ownership, even in cases where a company has made thoughtful and strategic decisions to lessen the exposure of the corporate brand.

The first segment of the study, released in early 2012, reported on the growing interdependence of product brand and corporate reputation in this new see-thru, nowhere-to-hide global marketplace. The findings alerted marketing and communications executives to a tectonic shift in communicating the voice of the enterprise to key stakeholders. The survey among nearly 2,000 consumers and executives in two developed markets (U.S. and U.K.) and two developing markets (China and Brazil) was conducted by KRC Research in late 2011.

For today s well-informed and highly connected consumer, purchase decisions are increasingly based on the company behind the brand and what that company stands for, said Leslie Gaines-Ross, chief reputation strategist at Weber Shandwick. Historically, multi-brand organizations more extensively marketed their product brands over their corporate brands, but their future success might entail determining how to bring the corporate brand forward to realize the full potential of all their reputational assets.

Increasing Consumer Scrutiny of the Parent Brand

Despite the agreed upon advantage of leveraging the parent brand to enhance the reputation of the product brands, the survey also revealed that many multi-brand executives aren t fully embracing consumers increased scrutiny of the company behind the products they buy. While more than eight in 10 single-brand executives recognize that consumers are increasingly checking labels and doing research to identify the company behind the brand, significantly fewer multi-brand executives recognize how proactive and discerning consumers are about what they buy.

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Publication:Mena Report
Date:Jul 25, 2012
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