Brand reputation
Definition
Brand reputation is the perception that customers, stakeholders, and the public hold about a company based on their experiences, interactions, and overall impression of the brand. It reflects trust, credibility, and reliability, which directly influence purchasing decisions and customer loyalty.
A strong brand reputation is built over time through consistent quality, transparency, and customer engagement. Positive reputation helps attract new customers, retain existing ones, and create competitive advantage, while negative reputation can damage sales, trust, and long-term growth.
Advanced
Brand reputation management involves monitoring, influencing, and improving how a brand is perceived both online and offline. It requires managing customer reviews, media coverage, social media sentiment, and stakeholder communications. Tools such as sentiment analysis, social listening platforms, and public relations strategies are used to track and shape reputation.
Advanced approaches focus on proactive reputation building through corporate social responsibility (CSR), thought leadership, crisis communication planning, and transparency in business practices. Integration with brand authority and customer experience strategies ensures a consistent, positive image across all touchpoints.
Why it matters
Use cases
Metrics
Issues
Example
A food company faced a reputational crisis after a product recall. By issuing transparent communications, taking accountability, and implementing strict quality controls, the company regained consumer trust. Within a year, customer sentiment improved, and sales rebounded strongly.