ABSTRACT
The reputation of an organisation and its people, in the eyes of its stakeholders, is built over time to a great extent by infectious history. Over the last few years corporate brands and reputation have been lumped together as one entity in the minds of many executives. This chapter discusses how brand and reputation interact and the ways many organisations view this issue. They can often be blinded by brand and fail to see the relevancy and role of reputation. The key differentiation between brand and reputation is that reputation is created by responses to a set of questions the answers to which define the qualities of the organisation. Laurie Young, Global Head of Marketing for PwC's Corporate Finance and Recovery Division and PwC Brand Advisor believes that brand is 'an entity that is loved so much that people are prepared to pay more for it than the material benefit obtained'.
