Brand & Reputation Indivisibility Here to Stay

July 04, 2014

Brand & Reputation Indivisibility Here to Stay

In our most recent survey of top chief communications officers (CCOs) with Spencer Stuart, we asked whether they agreed with the following statement: “Corporate reputation and brand reputation are indivisible today.” 84% of global CCOs from the global Fortune 500 agreed with this statement giving it a rating of 4 or 5 on a five point scale. Agreement varied by region with APAC and LatAm agreeing even more strongly that they are indivisible and European CCOs agreeing only slightly less strongly. A large 83% of North American CCOs agree that corporate and brand reputation are interdependent and inextricably linked. 

Even when we looked at B2B CCOs vs. B2C CCOs, we found the vast majority to agree — (80% vs. 90%, respectively).

I think that this is one of the biggest shifts we are seeing in the brand and reputation space. Everywhere we look, we are hearing about this trend or are being asked about it.  In fact, we were pleased to see our research on parent company brands cited by FutureBrand global head of strategy, Tom Adams, who was recently quoted on their FutureBrandIndex: “Companies are also brands and our results show for the first time the extent to which the strongest in 2014 are able to transcend the positions dictated by opinions of their financial worth; opinions which in any case are formed largely by financial institutions. We felt it was high time for a reappraisal of how company brands are perceived in the round, which takes full account of the affinity felt by consumer stakeholders for their stated purpose and the experience they deliver, to establish a richer perspective on which ones are best positioned to thrive into the future and why. We might even ask if the strongest company brands are undervalued financially, brand perception being a key determinant of the billions of decisions that inform a company’s prospects, from which employer to work for, to whether to buy a product at the given price premium. Crucially, purchase decisions today are guided by knowledge of parent brand reputations, as recent Weber Shandwick research found.”

Thank you FutureBrand.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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