The brand reputation (in Italian reputazione di marca) is nothing but the perception that users have of the brand.
The brand reputation encompasses many elements within it.
Difference between brand reputation and brand awareness
The brand reputation incorporates many heterogeneous marketing elements within it.
Part of the brand reputation includes:
- the brand identity
- the company's image (the brand image, including the corporate logo and the values it carries with it)
- brand notoriety (or brand awareness)
- market positioning
Therefore, the major difference between brand reputation and brand awareness lies in the fact that the former also includes the latter, which is, in fact, a single aspect of brand reputation.
Returning to our basic concept, brand reputation is measured based on how consistently the brand manages to present itself and meet the expectations of users.
Brand reputation usually does not vary much over time, but it is easy to lower a brand's reputation if risky campaigns are undertaken that can undermine, even permanently, corporate credibility in the eyes of users.
The appreciation and knowledge (online and offline) of the brand leads to an increase in its reputation.
What is web reputation
Lately, the big challenge for major brands is undoubtedly the consolidation of their online reputation (the web reputation).
By web reputation I mean positioning oneself at the top in terms of credibility and consistency with corporate values also on the web, and therefore increasing one's brand reputation which often, but not always, means producing viral content.
These online promotion activities, such as social media content for example, tend to increase brand value and web reputation.
How to Increase Your Brand Reputation Online and Offline
Quality and consistency above all!
To increase your brand reputation, it is crucial to convey your company values with consistency and transparency.
Authenticity and closeness to the user (on social media this is done through videos and photos of daily business activities, for example) lead to understanding and being able to intercept the needs and desires of users.
It will also be important to keep track of everything that is said about your brand, online and offline, so as to adjust the approach and monitor your brand reputation.
All this leads to an increase in brand visibility and a rise in trust that users have in the brand itself!
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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