A brand reputation analysis takes into account:
The analysis also takes into account relative visibility of search and social results that might affect the sentiment of people performing searches for your brand.
A SWOT analysis is performed to ascertain the reputation landscape. This includes mapping of relative brand strength in comparison to similar entities (similar people, brands, products or services). Strength or weakness can be measured by identifying the authority, level of influence, branded search term relevance, and sentiment of various online content.
Control of high authority branded online content that performs well in search and social results is considered a major strength. Positive reviews, press coverage, and other beneficial media are also considered helpful to a brand. Further, a strong search profile, including inbound links from authoritative sites to positive online content is a form of strength.
Weaknesses in a brand sentiment profile may include negative online content. Bad reviews or testimonials, negative journalism, less than positive blog posts or images would fall into this category.
Opportunities include aspects of a brands online profile such as gaps in coverage. For example, if most similar brands reflect a certain group of online publications that are missing from the online profile of the target brand, this can be considered an opportunity. It means that search and social engines as well as information consumers may have an expectation of a specific type of content that may perform well online.
Threats to online reputation include events and trends happening industry wide, as well as existing threats to the target brand. For example, financial service firms may experience reputation threats during a downturn in the economy. Though it may not yet affect the target brand, it could.
Other threats to brand reputation include an uptick in negative online reviews, corporate scandals, service level problems, and competitors wishing to damage the reputation of brands.
An analysis is an initial part of an online brand reputation strategy. It informs decisions that will be made about how to strengthen a brand, mitigate threats, control online image, and deal with brand crisis.