Jeremy Pettitt on Communication and Culture

Brand vs Reputation

Posted on November 07, 2021

Brand is a constructed identity usually for marketing purposes.

Brands are important for organizations as they need to identify who they are and what they offer.

However, when people become a "brand", it typically reduces them to their best qualities and ultimately tends to dehumanize and objectify them.

Reputation, on the other hand, is the “the opinion that people have of someone or something, based on past behavior or character.”

Generally, our public reputation is based on people’s past experience with us, whether good or bad.

It is grounded in our actions as a person (the things we do and say) rather than a constructed identity which may or may not align with our real world character and lived experiences.

Organizations have brands.

People have reputations.

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