Study: Build Strong Brands for Products and Their Parent Companies
Weber Shandwick has released the results of “The Company Behind the Brand: In Reputation We Trust,” a study finding that 70 percent of consumers won’t buy into a brand if they don’t like the parent company. Among senior execs, 87 percent said that having a strong brand for the parent company is as important as having a strong product brand.
A couple of stats that jumped out at us as well: 56 percent of respondents said they do research on companies that make products they buy; and 56 percent said they “hesitate” to purchase a product if they can’t tell which company makes it.
Lesson: invest more time and energy in branding the parent company like making website improvements that go into greater detail, clear labeling (more than two-thirds of respondents said they’re checking labels), and use promotional campaigns as an opportunity to talk about the parent company and the individual brands.
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