“I personally don’t think there’s a big distinction [between brand and reputation]. I define branding as having three components: 1) identifiers, such as the name of the company or its logo; 2) its attributes, which be positive or negative and may consist of such characteristics as trust, integrity, or product-related benefits; and 3) the associations or linkages between the identifier and attributes, and how quickly they come to mind. A company with a strong reputation usually has powerful linkages between its identity and these attributes."

Don Sexton, Professor of Business, Columbia University | BtoB | 2 April 2007

I politely disagree. Professor Sexton misses the mark in his second and third components and completely misses the fourth and most vital component of a brand—the communication, interaction, and collaboration among customers, buying influencers, and other stakeholders in the brand. These stakeholders include financial analysts, journalists, bloggers, trade partners, retail or shop floor sales or service clerks, employees, family relations of employees, and local community members.

Brands constitute an emotional, visceral and, largely, non-verbal connection among buyers and other stakeholders. The "attributes" suggested by Professor Sexton vary extensively among various types of stakeholders. Moreover, such vague abstractions such as "integrity" do not relate to emotional, visceral, and non-verbal reference experiences.

Professor Sexton also misses the mark with respect to top-of-mind associations or linkages. These associations develop over time, summarizing the buying, using, and disposal experience of customers AND the social interactions among customers and their associates, friends, and peers.

Again, let me restate my proposition: Communication, interaction, and collaboration among customers, buying influencers, and other stakeholders create the brand, the preference for the brand, and the experience of belonging to a group that shares the brand.