by Michael O'Neill
July 31st, 2012

A new survey carried out by Weber Shandwick and KRC Research suggests that 75% of executives at companies that manage products under multiple brand names now believe that a strong parent brand reputation is as important as the company’s individual product brands.

The survey also revealed that many multi-brand executives are not fully embracing consumers’ increased scrutiny of the company behind the products they buy. While more than eight in 10 single-brand executives recognise that consumers are increasingly checking labels and doing research to identify the company behind the brand, significantly fewer multi-brand executives recognise how proactive and discerning consumers are about what they buy.

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