Brand Image and Reputation: Is There a Difference?

Both brand image and reputation are tightly linked, and it is not uncommon for both terms to be used interchangeably as they appear synonymous at surface level. Uninformed audiences might have the misconception that having a favourable brand image equates having a positive reputation. Organisations should have a concrete understanding of the distinction between both concepts. Both are of equal importance, as oversight on either side would result in the organisation losing ground on others in the ever-increasing competitive climate of industries. By having precise knowledge of the differences between brand image and reputation, organisations have more control over managing any crises.

Brand image can be seen as how the organisation is portrayed – it involves public perception of the product or service provided, or the conduct of the organisation. It represents a proactive aspect of the organisation, as organisations have the initiative in deciding how they advertise and market themselves, and how they establish their public profile. Brand image encompasses aspects of the product (quality, value) or service (efficiency, responsiveness, consumer experience) provided by the organisation.

Reputation, on the other hand, can be seen as public opinion of the organisation as a whole. Unlike brand image, which an organisation can actively develop and establish, reputation of an organisation is dependent on public impression. It represents a cumulative effort of the organisations’ internal and external conduct, how they function as a unit and how they interact with customers. Being aware of public opinion is important, as negative opinions would require immediate attention on behalf of the organisation.

Although distinctive, brand image and reputation are correlated, as both involve interacting with the public, and both seek to improve perceptions of the organisation. It can be dangerous for an organisation to focus on one particular concept at the expense of the other. For instance, if reputation is emphasised over brand image, organisations risk providing sub-par products or services; if organisations concentrate on brand image and overlook reputation, organisations would find it difficult attracting consumers despite having superior market presence.

However, there are also exceptions to the conventional thought, instances whereby creating a solid foundation in one concept overcomes problems arising from the other. For example, Malaysia Airlines suffered a severe downswing in reputation following two (2) tragic incidents in 2014, and their inadequacy in crisis management response. Since the tragedies, the airline has undergone a positive turnaround under new management and policies, posting a first month of profit since the tragedy, and ranking in the top-25 airlines. By constructing a strong brand image following a debilitating reputation crisis, Malaysia Airlines has gradually started recovering from the pair of severe crises suffered.   

Below is a brief excerpt which encapsulates the question of the importance of brand image and reputation. Also included below are some other alternative to the Malaysia Airlines example, cases where brand image saves reputation, or vice versa.

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“Certainly, having a strong brand image is vital to quickly grabbing and maintaining a customer’s attention. That level of attention, however, can be fleeting. A strong reputation is often the antidote to what commonly ails brands trapped in a crowded marketplace, one where every brand is competing to have the flashiest ad, or spiffiest new app; a marketplace that becomes watered down over time. 

Reputation is hard-earned and long-standing. It comes from years, not moments, of doing and saying the right thing. When successful, it’s the climax of actually putting customers first, ahead of revenues and brand recognition; of having a meaningful relationship and conversation with the customer. And that sticks with people, gets passed along in the best form of word of mouth possible and helps brands sustain success during the inevitable marketplace challenges.

Arguing which has greater influence—image or reputation—is likely a moot point. But what we should agree on is that in the digital age, where even a company with a terrific image can be reduced to rubble if it doesn’t properly manage its reputation, better understanding and a healthy respect for the value of each will help us meet our clients’ goals.” - Rosanna Fiske, CEO of the Public Relations Society of America

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“Although they are two different things, brand image and reputation measures are obviously strongly correlated, and often trend in the same direction, especially in times of crisis. However, in some cases a strong brand image can overcome reputation problems and reputation problems can damage a strong brand. Here are a couple of examples:

It would be difficult to argue that Walmart has a great reputation. In fact, even following a recent wage hike, the brand’s reputation scores continue to decline. Yet, it continues to be the world’s largest company by revenue. The brand appeal of extremely low prices has (at least for now) been strong enough to overcome the company’s reputation as an employer that is not good for the community.

Following the devastating Deepwater Horizon oil-spill in the Gulf of Mexico, polling showed that BP’s favourability dropped drastically in the US. American customers reported choosing to buy gas from another company if they had a choice. Yet, nothing about the gas provided by BP changed after the spill. The shift in perception was entirely driven by reputation, not brand, and consumer spending followed the shift.

As these examples illustrate, a strong brand can sometimes become a substitute for reputation. When the brand is doing well, the public and potential customers may care less about whether the company is creating jobs or giving back to the community. They may also figure that if Mercedes makes great cars, for example, they also treat their employees well and are a good corporate citizen. However, the reverse is seldom true. No amount of philanthropy will make people buy poorly built cars.” – AJ Bruno, President of TrendKite

Image Source: bandt.com.au

Benjamin Lee Cheng Han | Benjamin is a student of International Relations at the University of Nottingham, currently exploring unchartered realms in the Public Relations field. Writing is clearly his interest – a decisive contributor to his foray into the public relations industry. To date, he boasts the proud record of having tamed one of the office cats, and drinking expired tea from the pantry.