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