Corporate Reputation and Single vs. Multiple Brands

Reputation Views Differ from Single- to Multiple-Brand Companies: Over 80% of major companies believe enhancing their corporate reputation is vital, but strategies vary considerably depending on whether firms are a “house of brands” or a “branded house,” says a study released July 2012 by Weber Shandwick and KRC Research.

Polling 575 executives worldwide, 92% of the respondents from “single-brand” firms agreed that augmenting their reputation at the corporate level matched the importance of enhancing the standing of their goods.

That figure fell to 75% among their peers working for players operating a “house of brands” model, examples of which include Kimberly-ClarkProcter & Gamble and Unilever. Other findings include:

  • 87% of businesses from single-brand companies actively promote and communicate the reputation of their company, as opposed to 80% from the multiple-brand companies.

  • 61% of respondents from firms selling products under one name would rather see news showing they were listed in “most admired” rankings than for strong share-price forecasts. This figure fell to 49% among the multiple brands.

  • The main benefits of corporate branding for its adherents include the “halo effect” it has on their goods (65%); serving consumer interests (55%); and increasing transparency (50%).

  • 46.5% believed it was advantageous to unite all their products with a common voice; 43.5% perceived this approach as being “more efficient” from a marketing perspective.

 Weber Shandwick/KRC Research

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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