A new study was just released called the Champion Brand Index from APCO, another PR Firm. It caught my interest because it ties corporate reputation to sales which we all know to be true. The survey was conducted among 10,000 consumers around the world. If you follow my work, you know that we also examined the link between corporate and brand reputation in our Company behind the Brand research. The Champion Brand Index found similar strong ties between the two and I am happy to report them here in defense of the indivisibility today between the corporate and brand reputation:
- 40% of respondents say they decided not to buy a company’s products or service because they did not agree with the company’s practices, policies or activities
- 77% of respondents believe that corporations have a greater impact on their lives today than 10 years ago
- Nearly half say that global companies have a bigger impact on their lives than the government
- 67% say that it is as important to know how a company operates as it is to know what it sells
Good stats for continuing to make the case that corporate and product brand reputation are increasingly one and the same today with the vast penetration of the Internet and globalisation shrinking the world. The fact that over three-quarters of consumers notice how corporations have become table talk in our lives is a good one to save.
Dr. Leslie Gaines-Ross is chief reputation strategist at Weber Shandwick. This article first appeared on her blog ReputationXchange