What is the difference between brand image and corporate reputation?

While brand image and corporate reputation are related, they are not the same. Brand image refers to the perception created through marketing, advertising, and branding efforts—essentially, how a company wants to be seen. Corporate reputation, on the other hand, reflects the actual opinions of stakeholders, shaped by direct experiences, media coverage, and word-of-mouth. Brand image can be built relatively quickly, but corporate reputation is developed over time through consistent actions and behavior. Effective corporate reputation management ensures that a company’s brand image aligns closely with its real-world reputation.