What is reputational analysis?

This involves first obtaining and then analysing information in order to ascertain how a brand is perceived in the market: what presence does it have and what feelings does it arouse? In the offline world, it is carried out by way of surveys, interviews, customer feedback, or focus groups, but with the arrival of social media and the internet, the enormous volume of data sourced from social media, forums, blogs, or news sites is all added to the analysis.

The main aim is to detect the opportunities for reputational improvement that the brand can exploit in order for the general public to view it as it wishes to be viewed, as well as to prevent potential reputational crises. The easiest way to carry out a reputational analysis is to go to the Google search engine and look at the results on the first page, but there are many highly-sophisticated online monitoring tools.

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