Model Overview Report

Introducing The Forrester Reputation Program Decision Model

Take A Methodical Approach To Reputation Program Design Throughout The Campaign Hierarchy

April 24th, 2024
Karen Tran, Principal Analyst
Karen Tran Principal Analyst
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Matthew Selheimer , Shannon Colford , Kate Pierpont

Summary

Reputation programs are a core component of integrated campaigns that operate at all levels of the campaign hierarchy to create awareness, influence perception, and drive buyer and customer preferences. Integrated campaign leaders often misunderstand the role of reputation programs and consider them the responsibility of brand and communications teams or only leverage them for the highest level of messaging. This report introduces the Forrester Reputation Program Decision Model, which marketing leaders can use to shape reputation programs at all levels of the campaign hierarchy using the decision criteria of objectives, market factors, audience, and resources.

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