Brand reputation or corporate reputation is the collective public perception of a brand.
It encompasses how customers, employees, partners and others think and perceive a brand in every interaction. Brand reputation represents everything that a company is built upon and has to do with a number of strategic assets that affect the company’s identity, image, reputation and recognizability.
Brand reputation plays a significant role in consumer decision-making. Indeed, a company’s market value is attributable to its reputation. What’s more, companies that focus more on corporate reputation rely on the core principles of proper and effective brand management to generate value and profit.
