Six New Realities of Corporate Reputation

Jack Blog

February 2nd, 2012 By Jack Morton

Just in case anyone was still wondering, yes, your reputation does precede you (especially in crucial emerging markets China and Brazil).

 A recent international study on brand reputation from sister agencies Weber Shandwick and KRC Research uncovered just how important a good brand reputation is to consumers across markets.  Nearly 9 in 10 consumers in China (87%) completely or mostly agree with the statement, “More and more, I check labels to see what company is behind the product I’m buying.” In Brazil it was 3 of 4. This contrasts sharply with the responses of comparatively jaded consumers in the US (only 57% completely or mostly agree) and UK (48%).

Roughly the same percentages said they try to buy products made by a company that does good things for the environment or community. The study’s “Six New Realities of Corporate Reputation” are great reminders that your brand is what your brand does.