However, with technology controlling
many business functions, the art of brand management has shifted from
the traditional platforms like print media, radio stations and
televisions to online platforms.
Experts say that digital technology is presently creating better ways to do the same things in an affordable and faster manner.
A report by Cognizant observes that in
today’s digital age, there are available channels and voices — on both
social and traditional media platforms — that contribute to shaping a
brand’s reputation.
The report titled, ‘Authoring a Brand’s
Online Reputation,’ notes that brand reputation management has evolved
because it presently cuts across both offline and online media.
According to the report, the objective
of brand reputation management is to build and establish a name for a
new business; maintain the good reputation of an established business
coupled with the use of content marketing and promotional tactics to
resuscitate a brand.
The impact of negative online sentiment
weighs heavily on sales and press coverage, and also impacts a brand’s
ability to attract the best talent.
- Online market has a wider reach
