The reputation management of a brand refers to making the good impression of the consumers which attracts them continue on a specific brand for products or services. The brand’s reputation can be maintained by a marketing communication professional as the responsibilities to advertise the brand solely depends on marketing communication. Reputation management includes monitoring the reputation of the brand value and maintaining it by incorporating customer feedback on the products launched by the brand. Moreover, it is related to the periodic enhancement of the brand’s popularity by providing the customers what they want. Reputation management is also performed to bridge the gap between the brand’s perception and the consumer’s expectations from the brand.
It is very crucial to perform market research to understand how the market trend changes and what consumers expect from a specific product or service. Consumer’s expectations and demand brings frequent changes in the existing market. To retain the brand’s reputation, you need to provide the consumers with what they require. Consumer requirements market researchhelp in changing the brand’s working process, organization structures, mindsets and programs.
Social media play a very important role in maintaining a brand reputation as a huge percentage of advertising is done through social media. Being open to the discussions and concerns about the brand is the key to the success. Marketing executives need to be proactive enough in solving customer queries, which in result helps in maintain the reputation of the brand. The information provided to the consumers about a specific product or service should be true, else it may hamper the brand reputation later.
Brand empowerment is an important aspect of reputation management. It can be achieved through regular content marketing and creating SEO rich content for the websites where you advertise your brand. Publication of original and true descriptions about the brands will also help in brand empowerment. Avoiding legal disputes and negative feedbacks also prove instrumental in brand empowerment.
The marketing executives need to be efficient enough in responding to customer criticism positively and handle all the negative feedbacks in a decent manner so that it does not bring down the consumer rate. In present, consumers have become very smart and they do not buy any product without going through a specialist reviews. So it would be beneficial for a brand if it offers free products to a renowned reviewer for better feedback. It enhances the brand power in the market, as people believe the reviewers and they will go for the product.
Old wine in new bottle can also work in reputation management of a brand. Offers, giveaways, and contests can improve the brand value to a certain extent. Engaging consumers in online communities and knowing their views on the products or brand will provide many opportunities to revive the reputation of the brand.
