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 articl...