Differing Reputation from Brand, Image and Identity

Nikolay Peshev ()
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Nikolay Peshev: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2020, vol. 9, issue 2, 169-175

Abstract: Organizations face new challenges - coming from both the external and internal environment. In order to survive in a turbulent environment, or to successfully achieve their goals, they should find a way to interact more successfully with stakeholders, their employees and customers. Reputation becomes a prerequisite for the success of the organization. Reputation is what gives the organization's products and services added value, along with the brand, image and identity. These variables are frequently used as synonymous, although they are having different nature and purposes. The high prices of many premium brands can be explained by how customers perceive the value of the product or service. Quality is one of the factors, social responsibility and business ethics are also factors. It is the reputation that creates the perception of value among consumers about the goods and services of the organization. Reputation is a matter of value system and leadership, part of the organization's strategy. It is the result of an exchange of experience and experience between the organization and its stakeholders

Keywords: reputation; image; brand; identity (search for similar items in EconPapers)
JEL-codes: L14 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vra:journl:v:9:y:2020:i:2:p:169-175

DOI: 10.36997/IJUSV-ESS/2020.9.2.169

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