Brand & Reputation are two sides of one coin. That’s what we know from many years of experience and from research. While most traditional approaches were either doing Brand or Reputation Management, we developed our innovative concept taking their interdependence into account. Our integrated view leads to a further implication: Reputation is not a matter of having a “good” or a “bad” one. Reputation can be understood only with regards to the stakeholders of an organization – and must be conceptualized from their perspective. This is why our proven and meanwhile well-established concept is entitled Stakeholder-guided Brand & Reputation Management.