Every major brand carefully builds and protects its reputation. The most recognised brands are worth billions of dollars and companies spare no effort creating and maintaining desirable brands and stellar reputations. While brand and reputation are often confused, Richard Ettenson and Jonathan Knowles argue that they’re distinct concepts: “Brand is about relevancy and differentiation (with respect to the customer), and reputation is about legitimacy (of the organisation with respect to a wide range of stakeholder groups).” That being said, it is hard to dispute conventional wisdom that a great brand helps create a positive reputation and vice versa.
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