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ASK THE EXPERT
DON SEXTON is a professor of business at Columbia University. BtoB recently asked him about trends in reputation analysis tools and metrics.
BtoB: What's the difference between branding and reputation?
Sexton: I personally don't think there's a big distinction. I define branding as having three components: 1) identifiers, such as the name of the company or its logo; 2) its attributes, which may be positive or negative and may consist of such characteristics as trust, integrity or product-related benefits; and 3) the associations or linkages between...