{"id":103536,"date":"2017-10-31T13:22:30","date_gmt":"2017-10-31T12:22:30","guid":{"rendered":"http:\/\/brand24.com\/blog\/?p=103536"},"modified":"2024-03-21T09:51:28","modified_gmt":"2024-03-21T08:51:28","slug":"social-listening-101-brand-reputation","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/social-listening-101-brand-reputation\/","title":{"rendered":"5 Reasons to Embrace Brand Reputation Management and How to Begin"},"content":{"rendered":"\n

Brand reputation management \u2013 I know, I know, it sounds just like another marketing buzzword from corporate jargon. However, stay calm and don’t be put off by the buzzwordiness of this term even if you work for a small or medium business \u2013 after all, what consumers think of your business should be of your interest, shouldn’t it? Let’s see what brand reputation management is and why you should hone yours.<\/p>\n\n\n\n

There’s no one, go-to definition of brand reputation management. Many have tried and so there’s many definitions of brand reputation management.<\/p>\n\n\n\n

Dr Charles J. Fombrun, an author and respected academic explains what brand reputation is as follows:<\/p>\n\n\n\n

Reputation is the perceptual representation of a merchant\u2019s past actions and future
\nprospects that indicates the merchant\u2019s overall appeal to its key constituents when compared to other
\nleading rivals.<\/p><\/blockquote>\n\n\n\n

Richard Branson, the founding father of Virgin, one of the most powerful and recognizable brands ever, once said:<\/p>\n\n\n\n

\"Image\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n

Your brand name is only as good as your reputation.<\/p><\/blockquote>\n\n\n\n

A product, customer service, customer engagement, sales and marketing, they all provide consumers with some kind of experiences. Whether good or bad, experiences mold opinions that create brand reputation \u2013 brand reputation is the sum of all experiences a company provides<\/strong>.<\/p>\n\n\n\n

Whatever your brand reputation is, it should always be in your interest to hone it, be highly regarded and appreciated by consumers, and the industry.<\/p>\n\n\n\n

The case study of LEGO<\/p>\n\n\n\n

Founded in 1997, Reputation Institute, one of the leading research and advisory companies, each year creates the Global RepTrak100 report which analyzes and looks into the top 100 most reputable brands on the market.<\/p>\n\n\n\n

In 2018, LEGO has become the second most reputable brand for the second year in a row. The research deconstructs what put LEGO into this position:<\/p>\n\n\n\n

  • Products and services<\/strong>: LEGO’s products are in complete alignment with its values on societal contribution<\/li>
  • Governance<\/strong>: transparency and clear purpose of the product and company mission<\/li>
  • Citizenship<\/strong>: narrative centered around the organization as an embedded element of modern culture, making modern living better and more sustainable.<\/li><\/ul>\n\n\n\n

    Here’s what Niels B. Christiansen, the CEO of LEGO says about it:<\/p>\n\n\n\n

    \"LEGO\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure><\/div>\n\n\n\n

    This doesn\u2019t happen by accident; it is the result of our dedicated colleagues prioritizing children first and delivering play experiences that help them develop those essential skills needed for the future.<\/p><\/blockquote>\n\n\n\n

    From LEGO to small and medium businesses<\/h2>\n\n\n\n

    If you get the impression that brand reputation is something that only huge companies should bother about, you’re completely wrong.<\/p>\n\n\n\n

    In the long run, it’s all about satisfaction and happiness of your customers \u2013 doesn’t really matter if you’re LEGO or a car mechanic.<\/p>\n\n\n\n

    The key is to monitor relevant areas, and the metrics that directly speak to your brand reputation \u2014 such as customer satisfaction. If you’re not 100% sure what that means or how to do it, this video offers some helpful pointers:<\/p>\n\n\n\n

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