...just ask Goldman Sachs, NIKE, Google, SNC-Lavalin and all the Canadian Banks.
A common point of confusion in contemporary organizations is the difference between reputation and brand. They are different and the difference matters. They are different metrics, taken from different audiences, around different outcomes. Yes, there is some spillover between them (more in some sectors than others) but it’s just plain sloppy to conflate them, and potentially quite damaging to long term viability.