... but I might be impressed by the aircraft and favour an airline that flys them. I have no idea what an Intel chip is, but I might be persuaded that it is a good thing to have in my PC and therefore buy a computer from a company that uses them. BrandAware argues that there is no difference between "Brand" and "Reputation". Some conventional wisdoms state that customers buy brands, but that investors buy reputations. That potential employees join companies because of their reputation. That the media and other "stakeholders" judge a company on its reputation in some way as a distinct concept from its brand. This paper argues that such distinctions are fallacious for all companies, but especially for single brand companies such as a McDonalds, a Coca-Cola, a Compaq or a Shell. These companies reputations are part and parcel of their brand. Their brands are their reputation. 1. The brand To any ...

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