Brand Management—In relation to Reputation Management—

Abstract

The brand is an important, intangible asset of a company’s value and should be managed strategically. In other words, how the brand is perceived must be properly managed. Although it has become easier to form the reputation of the company due to the growth of the Internet, managing how the brand is perceived by the public has become more complex. It is because the reputation influences the context of the brand.

The brand and reputation must be understood separately and strategically. Only then, can both brand and reputation be managed comprehensively. The reputation scorecard is an effective method for this.