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声誉和品牌是一回事吗?在大部分人心中,声誉就是品牌,但其实这是一个误区。如果你不小心陷入了这个误区,就有可能给公司带来巨大的损失。声誉和品牌就像一个跷跷板,如果你只在一头用力,跷跷板就会失去平衡。若只关注公司的声誉而忽略品牌,会导致产品在市场份额上的萎缩。另外一方面,关注品牌而忽略公司的声誉也同样危险,这会导致公司股价过低、不容易吸引人才,甚至产品遭到人们抵制。一个公司很容易赢得一个好声誉,而要塑造一个好品牌则不是那么容易的事,需要数年甚至数十年的苦心经营。对于旗下有众多品牌的公司来说,声誉和品牌的差异化更加明显。
Reputation and brand is one thing? In most people’s minds, reputation is the brand, but in fact it is a misunderstanding. If you accidentally caught in this misunderstanding, there may be a huge loss to the company. Reputation and brand are like a seesaw, and if you’re hard on it, the seesaw loses its balance. Focusing solely on the company’s reputation while ignoring the brand will result in a shrinking market share of the product. On the other hand, focusing on the brand and ignoring the company’s reputation can be equally dangerous, which can result in the company’s stock price being too low to attract talent or even being boycotted. It’s easy for a company to win a good reputation, and building a good brand is not that easy, requiring years or decades of painstaking work. For companies with many brands, the difference between reputation and brand is even more obvious.