This fits well with the idea that a brand is a promise – normally made by marketing – and its reputation is how well it keeps that promise – which involves public relations, particularly if there is a gap between what is said and what is done, leading to issues and crisis management.
Google topped the poll and the article quotes:
Matt Brittin, at Google UK, said: “We’re very pleased to be recognised for this award. Together with our partners, we have worked hard to make our advertising platform as effective as possible in helping businesses of all sizes to grow and prosper – benefiting their brand, not just our own.”
So the success of Google’s reputation among business people is apparently down to its advertising platform – which doesn’t quite tally with why the brand came top with the public in the same TCBA survey last Summer.
Making promises is easy, delivering on them is much harder. Marketing can definitely raise the profile of a brand and ensure it is top of mind among those participating in such surveys. The rest of the organisation then needs to deliver on the promise that is made. And, if marketing over-promises, or the organisation under-delivers, it is the public relations function that will need to ensure the reputation of the organisation is not impacted.
That’s why I believe that PR is the real key to a top brand.