The Definition of Brand Reputation

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Brand reputation encompasses the values supported by national and external force towards a house. It is also significant to see that brand reputation is built up over a long period of time and if these values are consistently positive the reputation will also be positive (Herbig & Milewicz, 1993). Also prevalent in the above definitions is the fact that reputation is the values and beliefs entertained by an individual/consumer towards a particular firm. Furthermore, brand reputation is also made by the flow of data from one user to another, therefore the beliefs that are taken about an organization are imperative to the firm’s report. Therefore, the above definitions all contribute to and explain a facet of brand reputation.
The definition of brand reputation that will be utilized in this research is “reputation refers to the more universal emotional response that and person has towards an organization as a result of its actions over a longer period of time” (Amis 2003, p 191). This definition will be applied because it crosses the two most common trends in the above definitions, that reputation is acquired over time, and it is an individual’s response towards an establishment.
The importance of brand reputation as an intangible resource stems, in great part, from the immense amount of choice that is usable for most any product or service and the limited quantity of time or experience that consumers possess (Amis, 2003So being able to rely on a positive brand reputation to aid decision-making is a strong tip and can be named as a major asset.

This comes about when people hold strong favorable and unique associations about the corporate brand in memory (Keller, 1993). Even so, this is usually evolved over years of exposed superior...

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...erstood in its relationship to a firm’s revenues when a firm’s reputation increases and then does its sales. For a stain to become successful the firm must have produced a positive reputation, hence a firm with a good overall reputation owns a valuable asset (Milewicz & Herbig, 1994). Well-reputed firms have a CA inside their industries, but bad-reputed firms are discriminate Fombrun and Shanley (1990). Furthermore, If a firm wants to enlarge its product line, a comfortably- known brand name, can be valuable in facilitating user acceptance of the new product because of its existing brand reputation (Herbig & Milewicz, 1993). Nevertheless, the reputation is fragile and can be easily missed. Formerly a reputation is lost it takes seven to ten times the effort to fixed the reputation (Herbig & Milewicz, 1993). Thus, reputation needs careful management and diligence.

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