on an open-ended basis. Respondents were inormed they could skipthe question. To our surprise, the vast majority (86%) o respondentsvolunteered responses with such clarity, intensity and insight thatwe could not help but conclude that this study was not just anotherresearch investigation to add to an already large body o knowledge onreputation, but a new proposition or unlocking the value o brand andreputation communications.Our study identifed Six New Realities o Corporate Reputation. Eachreality serves as a reminder to business leaders that they cannot viewtheir company’s reputation and their product brands as separately asthey once did. Aligning and integrating both optimizes their respectivestrengths to achieve strong business results.“A game-change in brandingand corporate reputation iswell underway. In this ast-moving inormation age,consumers can now readilyconnect the dots betweenthe brand they buy andthe company behind thebrand. Whereas it has longbeen known that a strongbrand shines a light on acompany’s reputation, it isnow clear beyond a shadowo a doubt that a strongcompany reputation addsan undeniable brilliance tothe brand.”— Leslie Gaines-Ross,
Chief Reputation Strategist,
Corporate brand is as important as the product brand(s)Corporate reputation provides product quality assuranceAny disconnect between corporate and product reputationtriggers sharp consumer reactionProducts drive discussion, with reputation close behindConsumers shape reputation instantlyCorporate reputation contributes to company market value
These Six New Realities o Corporate Reputation are discussed in greaterdepth in the ollowing report. For the purposes o this study, we distinguishbetween the “corporate brand,” i.e., the parent company that producesproducts or services, and the “product brand” or “brand,” the individualbrand name(s) under which the product or service is sold. For example,Procter & Gamble is the parent company or corporate brand while abriccare Tide is the product brand. Similarly, Unilever is the parent companyor corporate brand while Dove soap is the product brand.This is a frst in a series on
The Company behind the Brand: In Reputation We Trust
. Additional reports will be issued in 2012 thatprovide insights on the contribution o CEO reputation and single- vs.multi-brand companies.
RETHINKING CORPORATE REPUTATION