Strong ties between corporate and brand reputation

imageA new study was just released called the Champion Brand Index from APCO, another PR Firm. It caught my interest because it ties corporate reputation to sales which we all know to be true. The survey was conducted among 10,000 consumers around the world. If you follow my work, you know that we also examined the link between corporate and brand reputation in our Company behind the Brand research. The Champion Brand Index found similar strong ties between the two and I am happy to report them here in defense of the indivisibility today between the corporate and brand reputation:

  • 40% of respondents say they decided not to buy a company's products or service because they did not agree with the company's practices, policies or activities
  • 77% of respondents believe that corporations have a greater impact on their lives today than 10 years ago
  • Nearly half say that global companies have a bigger impact on their lives than the government
  • 67% say that it is as important to know how a company operates as it is to know what it sells

Good stats for continuing to make the case that corporate and product brand reputation are increasingly one and the same today with the vast penetration of the Internet and globalization shrinking the world. The fact that over three-quarters of consumers notice how corporations have become tabletalk in our lives is a good one to save.

GO corporate brand

P&G is announcing its new corporate campaign that is a "global serenade to mothers." It is covered in an article today. The reason this is big news to me (and I am not an Olympian's mother) is that it is part of the P&G initiative to focus on the corporate brand behind the products they sell. Our research on The Company behind the Brand: In Reputation We Trust is all about the increasing interdependence between corporate and product brand reputation. As the global CMO says, "P&G is in the business of helping moms." Or he could have said that P&G is in the business of building its corporate brand reputation. The new campaign is focused on the moms of athletes, particularly Olympians. Right on. As we learned in our recent survey, 87% of executives report that the corporate brand is as important as the product brand. And consumers also agree -- 70% of consumers in markets around the world say that they avoid buying products if they do not like the company behind the brand. We are releasing some more information shortly from the study on the link between CEO and reputation as well as the impact of leadership communications so check here soon.

CEOs on the Reputation Premium

What do CEOs think about the importance of the corporate vs. product brand? Luckily we were able to discern the answer when we looked at this group in our recent survey on The Company Behind the Brand: In Reputation We Trust.  96% of CEOs said that the corporate or parent brand is as important as the product brand. That is nearly 100% agreement.  Basically, they have little doubt of the corporate brands' importance in this new age. Why would that be? Executives --across all four markets in our study-- agreed that the primary impetus for the rising equality between corporate  brand and product brand is the reputation halo that the parent company brings to its products. Some might call it the reputation premium. Notably, the CEOs in our study cite the bottom-line as their number one reason for equalizing corporate and product brand. They essentially say that there is greater efficiency in marketing and communicating one overall corporate brand rather than several different brands. The concept of an "enterprise" brand that communicates the company's reputation and product brands' reputation all at once gets underscored in our new study.