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Top2. Online Brand Reputation
In general, the brand reputation can be defined as the value perceived by the consumer with respect to the company or the products thereof (Accoto, 2007).
Unlike in the past where the online reputation was an intangible concept, entrusted to the collective memory, today becomes a concrete business card (Di Dio, 2011). Concrete as the user navigates the web to search for information about a product, compares to the consumer that has had the product experience and tells back: their exchange of views is available for millions of users, some of whom may choose to participate, share or take the discussion on other channels. The complex of opinions, emotions, experiences and values expressed tells everyone the reputation of that product.
The interception, analysis and interpretation of online conversations are essential activities for the protection of visibility, reputation and credibility of the parties involved: individuals, companies, brands, services and products.
For the company, dealing with the “perception” of his online brand becomes a key theme that requires the involvement of the business areas of Marketing, Communications, Customer Care and Quality (Bollen, n.d.). Monitor, protect and enhance the company's image also means creating an income for the future, based on public confidence and positive emotions associated with its products and services.