What’s In a Brand? The Mutual Impact of Brand Equity and Corporate Reputation

Why is it that some brands can endure years of bad press without losing substantial sales? Similarly, how do some brands transform into industry leaders, often seemingly overnight? In many cases, it’s the result of careful management of brand equity and corporate reputation.
Generally speaking, corporate reputation is the perception of a corporation based on its own agenda—that is, the investments, employment, corporate citizenship, business practices, etc. A strong reputation often allows corporations to implement their brand efforts smoothly. On the other hand, a brand is the promise a product or service makes to consumers that is supported by distinctive associations and experiences. And brand management is about implementing your business strategy by using two-way communication to connect products with the consumers interested in them. Nielsen – Read more…