Lowdown: Strong reputations

At single-brand companies, 92% of executives know the importance of parent company reputations. Business leaders also say consumers are researching products and brands more.

Executives at corporations that manage several brands are learning that the reputation of the parent firm is just as important as those of the individual product brands, according to a study from Weber Shandwick and KRC Research. A parent company's reputation is just as significant as those of individual products said 75% of executives. At single-brand companies, 92% of executives know the importance of parent company reputations. Business leaders also say consumers are researching products and brands more.

Source: Weber Shandwick and KRC Research

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