Brand awareness vs Brand reputation
The brand awareness is nothing more than the popularity of a
brand. Companies pine for it and in some cases invest a huge amount of money in
order to increase it.
On the other hand the brand reputation is what people think about your brand, the perception they have.
But what happen if your popularity (so your
brand awareness) rises, but your brand reputation doesn't?
This is what is happening these days to
Moncler (a famous luxury down jacket company) after a television report on the Italian public television. In the report a journalist explains the unethical behaviours
of the worldwide company. In fact, during the show Moncler has been accused
of cruelty to animals, low quality, and exploitation of workers.
...and the day after the show, the web and
social media gone wild.
The brand awareness has sharply increased
against the brand reputation which decreased considerably. Twitter, Facebook
and the web are brimming with negative comments and articles agaist Moncler which
has decided not to answer to the public offences.
In few months certainly the web and the
social will forget what happen, what will remain is the fact that Moncler
popularity rises and as a brand will be recognised everywhere as a luxury
company that made its way to a more ethical way of working.
Hence, a strong brand awareness or a
strong brand reputation? What is better? For sure it is possible to change customer's
perception of a brand, but difficult to destroy its awareness.
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