For brands, the thought and response of consumers is everything, since it is through the conversation that is generated around them, that the importance that a brand has within society can be measured, so there must be an intense debate between the Reputation VS Branding, and the differences that exist between them, which will be fundamental for the development of marketing strategies in 2023.
Reputation VS Branding, The difference that will make 2023
Within the panel entitled Reputation VS Branding, The difference that will mark 2023, which brought together José Santamaría, Bioparque Estrella Marketing Manager, Paola Reglin, Media Director and Marketing Manager of Panam, questioned about the differences that exist between the reputation of companies and banding, as well as the necessary strategies to achieve the required positioning.
For José Santamaría, there is no difference as such, for him in general these coexist, and the essential thing to implement an optimal strategy is: “you must know where one is involved and where the others, since it is necessary to build a reputation to do Branding ,” is in this sense “a matter of reputation and not of immediate sales, since reputation is what the brand communicates and the reason why everyone wants to join them” he adds.
In the same way, Paola Reglin Director of Media and Marketing Manager of Panamajoined, commenting that “for us, what makes Panama cool, what makes it great is that it is a brand of Mexicans, they identify with us, because of the colors and the messages we give.”
Within this sense, it can be established that there is a correlation between the reputation of the brands and the branding they plan to carry out, since the brand can be conceived as the promise, and the reputation as the fulfillment of said promise, and at branding, as a channel of how the brand will be seen in the eyes of consumers.
“The Brand is how you present yourself and the reputation is how they perceive you” Paola Reglin Panam.
That is why it should be considered that, far from being separate initiatives, these should coexist as one, since without one the other would be unimportant, as José Santamaría points out, who warns:
“What helps us grow as a brand is reputation and without public relations this would not happen, since the fact that they talk about you is extremely important.”
To conclude, during the conversation, the importance of reputation within the brand and the need to use branding was pointed out, in order to keep in constant adaptation both to the social context and to trends, since within the daily reality, the Canteens have become highly susceptible to the thinking and actions of brands.