Multi-Brand Spotlight: The Parent Brand Evolution at Multi-Brand Companies
Weber Shandwick, together with KRC Research, released Multi-Brand Spotlight. This third installment from Weber Shandwick’s Company behind the Brand global research explores how executives in companies that market their products under multiple brand names differ from those companies who market mostly under one 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 research found that 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. In addition, a majority of these companies have increased their corporate reputation-building efforts in the past few years.
Click here to read the report.