The Company behind the Brand II: In Goodness We Trust1
THE COMPANY
BEHIND THE
BRAND II:
IN GOODNESS
WE
TRUST
The Company behind the Brand II: In Goodness We Trust1
INTRODUCTION
In an age when business reputations are stress-tested on a daily basis, the
companies behind the brands that people buy need to be trusted, transparent
and accountable to withstand the rigors of life under a microscope. In 2012,
Weber Shandwick released groundbreaking research about how corporate
reputations have grown in value to average consumers.
The Company behind
the Brand: In Reputation We Trust1
demonstrated that an organisation’s
reputation is critical to building deeper trust in its products and services. In
2016, Weber Shandwick, with KRC Research, refreshed that research on a
wider geographic scale that covers 21 markets across the globe.
The new study,
The Company behind the Brand II: In Goodness We Trust
,
fnds that all eyes are now focused on how a company behaves, encompassing
two different but ultimately inter-dependent types of activities: 1) a company’s
responsiveness to issues it faces and 2) its ability to deliver well-being
to customers’ lives and positive social impact, going beyond quality of its
products and services. Consumers’ growing infuence is propelling the focus
on company behavior as they increasingly voice their opinions and react to the
conduct of companies and brands.
The Company behind the Brand II: In Goodness We Trust
examines the
intersection of brand and reputation from the views of consumers and senior
executives. This report describes how consumers view their infuence on
corporate reputation, what they expect from companies today, how they
gather information about companies and what they think about the role of the
corporate brand. From the executive angle, it explains the benefts that strong
corporate brands bestow upon their product brands, what executives see today
as the drivers of company reputation and how well aligned they are with the
latest consumer perspectives about company responsibility. The report also
provides a look at companies with world-class reputations and how they are
leading the charge on responding to evolving demands from consumers. When
60% of a company’s market value is due to its reputation,2 a lot is at stake.The Company behind the Brand: In Reputation We Trust
, Weber Shandwick & KRC Research, 2012 2
Ibid
One of the more frequent
conversations we are having
with our clients today is
how can a company keep
itself and its reputation from
harm As our new study
shows, preparedness must
be approached from two
angles. First, ensure that
the organisation, not just
its products and services,
is purposeful — good for all
its stakeholders, external
and internal, as well as
society. Second, when a
company derails from its
mission of good, how it then
reacts is at the center of its
reputation, which requires
thorough preparedness
and a distinctive culture of
common values.
Micho Spring, Chair
Global Corporate Practice
Weber Shandwick
“
The Company behind the Brand II: In Goodness We Trust2
SIX TENETS
OF CORPORATE
REPUTATION TODAY
Based on the results from our comprehensive survey of both consumers andGood News May Not
Travel across Borders
TE
NE
TGood Behaviour
Counts
TE
NE
TGoodness Starts
at Home
TE
NE
TGood in Return
TE
NE
TGood Will Talking
TE
NE
TGood for Them! Consumers
Raise the Stakes
TE
NE
T
The report also reveals Six Insights of World-Class Companies, providing
guidance for leaders who want to know how to do business in an
environment where consumers are not just purchasing their products or
services on their own merits, but are also shopping by company reputation,
accountability and trustworthiness.
OIL
The Company behind the Brand II: In Goodness We Trust3
Everyone’s talking about a new era in marketing — the Engagement Era. It’s
a time when people are engaging with each other, and the brands and issues
they care about, in entirely new ways. Today, people are taking control from
the brands and organisations that used to do most of the talking and are now
shaping their own stories.
At Weber Shandwick, we understand that winning today requires storytelling
that’s relevant, personal and genuine. Our new research shows the thrust of
consumer control, and how consumers want to buy from companies that show
they have their customers’ best interests in mind. Extended benefts to the
broader community — local and global — are important, but consumers today
want to know that the companies they buy from get them on a personal level
and know how to respond to them when needed.
Renee Austin, EVP Global Corporate Branding, Weber Shandwick
“CONSUMERS NOW WANT TO
KNOW WHO THEY ARE DEALING
WITH JUST AS MUCH AS THE
COMPANY THEY BUY FROM
WANTS TO KNOW ABOUT THEM.
– CANADIAN EXECUTIVE
“
The Company behind the Brand II: In Goodness We Trust4
HOW WE DID
THE RESEARCH
Weber Shandwick, in partnership with KRC Research, conducted an online survey of
2,100 consumers and 1,050 senior executives across 21 markets worldwide. We sampled
100 consumers and 50 executives in each of the following markets:
The consumers sampled represent the adult general population of their respective
countries. Executives are in mid- to high-level occupations at companies with at least $250
million in annual revenue, with comparable levels in other developed countries and lower
thresholds in emerging markets. These executives represent a variety of industries.
Prior to asking questions about corporate brands, we presented this statement: A single
company may own many different product brands. This type of company is often called a
corporate brand or parent company.
NORTH
AMERICA
United States
Canada
EMEA
UK
Germany
Italy
Spain
Sweden
Turkey
United Arab Emirates
South Africa
LATIN
AMERICA
Brazil
Mexico
ASIA PACIFIC
Australia
China
Hong Kong
India
Indonesia
Japan
Singapore
South Korea
Thailand
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