The Company behind the Brand: The Indivisibility of the Company and Product Brands
The importance of a company’s reputation matters more than ever and when unified with the reputation of its products brands creates one powerful “enterprise” brand. The Company behind the Brand: In Reputation We Trust, a global study conducted by Weber Shandwick together with KRC Research, found that the company behind the brand is critical to consumer purchasing decisions today. Seventy percent of consumers surveyed say that they avoid buying products if they do not like the parent company. Executives agree – 87% say that “a strong corporate brand is just as important as strong product brands.”
Our research confirms that corporate and brand reputations are now nearly indivisible. The company standing behind the brand assures consumers that they can trust the quality, ethics and safety of the brands they are buying.
Click here to read the report.
Check out the infographic: