NEW YORK: Most executives at multi-brand corporations believe a strong parent company is as important as individual product brands, according to a study from Weber Shandwick and KRC Research.
Three-quarters (75%) of executives said a parent company's reputation is just as significant as those of its individual products, according to the third installment of the “Company Behind the Brand: In Reputation We Trust” study. Among single-brand company executives, 92% recognize the importance of parent company reputation relative to strong product ...