Promotion and protection of brand

Positive reputation brings customers the confidence and increases sales, which ultimately reflects as an increase in profits and earnings. Negative reputation on the other hand leads to lower customer confidence and falling sales, profits and reducing the real loss, either real or implied, through unrealized gains.

Before the development of the Internet, news is relatively slow and company traveled have had time to develop a complete strategy in response to problems. However the current rapid development of the CGM (user-generated content) means that users can quickly publish their opinions about the company or product. Such opinions may break or destroy the brand because of its potential customers buying decisions based on these views because they believe. For example, eBay owns to its success system for evaluating sellers to buyers return calls for comment.

Also, former employees, competitors have their own opinions. And sites with such material is indexed on Google and appearing in searches for your brand. Information can even be transferred to other, traditional media, increasing the damage.

See for example the results on Google when you type in your brand. Very likely your website is first on the list, but what about the other results in the top 10? What they say about your brand?

Those people who ask for the brand will very often see these other results, not just your site. What others say about the results of brand? Are they positive, are up to date information? What does the competition from the professional circles, is there any thematic forums and blogs and negative comments?

There are three stages in promotion and brand protection

Tracking

We have seen how the repertoire of problems that could occur. To prevent them we need to have a system for rapid detection, before it could respond to. We specifically as the case may follow the Google brand in blogs, use RSS to track rapid changes, searching for additional products, services, directors, followed by vocational and general forums.

Monitoring is necessary and very useful but is not in itself sufficient. When it encounters a problem, the damage is already done.

Analysis

Influence