Brand reputation and brand awareness: advice for companies

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Brand reputation: what are the differences between brand awareness, brand identity, brand image and brand positioning ? Companies (of any sector and size) have been asking themselves this question for a long time and in various ways. The reason is that in the last twenty years, not only have the culture and approaches to corporate communication changed. Markets and channels through which to convey communication have changed but, perhaps and above all, people have changed. Technologies have led people to live a double life, analog and digital, which has profoundly affected habits and the ability to listen and interact. Brand reputation, or corporate reputation , or the reputation of a company and, by extension, of a brand, a product or a service depend on this transformation which, in many cases, represents an evolution of all the relational processes that put each individual company in more or less direct contact with the rest of the world.



Brand reputation: what it is and why it is so important
Brand reputation, therefore, is the sum of a series of strategic management pieces that concern the identity of a company (identity), the image of a company (image), the notoriety and recognisability of a company (awareness) as well as the positioning of a company (positioning) with respect to the collective opinion of the markets and the media.

The ability to manage each of these areas with the right strategies contributes to strengthening brand reputation and multiplying the impact of a company with respect to its reference markets. This is why it is important to understand the differences and the strategies to intervene on to improve results.


What is Brand Identity?
Corporate identity is given by a set of elements (name, payoff, logo and colors but also vision and mission, for example) that contribute to defining how a brand and/or a product differentiate themselves on the market . The identity elements are defined by the company based on the perception that they want to convey to the target audience and are the result of a long process of internal and market analysis. Textual and graphic design must be aligned with corporate values ​​and objectives. From the company logo to the style of the website, to advertising content or various engagement initiatives, brand identity expresses the image that the company belgium telegram mobile Phone Number list wants to give of itself to consumers and stakeholders. What is the difference between brand identity and brand image?



What is Brand Image?
If brand identity is what the company wants to convey to its public, brand image is what the public perceives of a company . In a certain sense, we can say that brand image is the result of actions related to brand identity. Telling your story to the market is not easy: as a result, the result is not always the one hoped for. The reason is simple: it is one thing to try to influence the perception of hundreds if not thousands of interlocutors. It is another to be able to control perception in all its thousand subjective facets.



Why work on brand image?
Despite the difficulties, learning to manage brand image contributes significantly to building brand reputation. Acting on the collective imagination has its advantages: once a company has managed to obtain a positive image, it can count on a certain inertia on the part of its target audience. Mental economy, in fact, acts in such a way as to maintain the opinion formulated until conflicting elements arise that modify the perception and therefore the expressed judgment. With respect to brand reputation, companies that manage to obtain a good brand image obtain credibility and therefore trust. To the point that in the eyes of the public the company also becomes less susceptible to attack by the competition. But what is the difference, then, between brand image and brand awareness?