Open AccessBrand and Reputation: Equals or Opposites?
Author(s) -
Nuno Da Camara
Publication year - 2007
Publication title -
henley manager update
Language(s) - English
Resource type - Journals
ISSN - 1745-7866
DOI - 10.1177/174578660701800402
Subject(s) - reputation , reputation management , affect (linguistics) , business , stakeholder , advertising , focus (optics) , corporate branding , marketing , brand management , public relations , psychology , political science , law , communication , physics , optics
Organisations create their own brands and can manage them directly, usually with a focus on customers. Reputation, though, resides in the minds of all stakeholder groups and can only be indirectly managed by an organisation. What, then, is the relationship between brand and reputation? How far does a brand affect a company's reputation and vice versa?
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