The Brand and Corporate Performance
The public has become increasingly interested in the organisation behind the brand.
They want to know what it stands for and how it translates its values into behaviour. They want to know that the organisation has other objectives than making a buck in the biggest and fastest way.
This interest has been driven by several trends:
An increase in scepticism and cynicism – for instance, people today are likely to believe that organisations with a good reputation are still prepared to sell poor products.
Higher expectations – not just in terms of product performance and brand reputation but also in corporate behaviour.
Greater choice of products – they want a choice.
Increasing scrutiny of organisations and brands – a change facilitated and accelerated by the internet.
A strong corporate brand has two key benefits:
Trust in the corporate brand can be transferred to, from and between product brands.
Investment in building awareness, perceptions of quality, trust, and loyalty is shared and the synergies created make this investment more efficient.
In the last decade, there has been a huge shift of focus onto business responsibility. The problems faced by Nike, Nestlé, Shell, McDonald’s and others are examples of the growing emphasis on corporate behaviour.
While good brand and reputation are of great importance, actual performance remains critical
An organisation which is a leader in both brand reputation and corporate performance has a strong platform for business success.