Defining Reputation Programs

Reputation programs comprise paid, earned, and owned tactics and activities that may be executed directly to buyers or indirectly through third-party influencers and that are primarily designed to build brand equity. This consistent audience-centric messaging and content contributes to the success in campaigns by providing conditions (awareness and positive perception) that lead to greater success in demand and sales. This report examines the definition, objectives, tactic sets, and measurement of reputation programs.