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You’re ensuring that your advertising practices are legitimate, so consumers don’t feel deceived by your brand and don’t need to second-guess your business and distrust what you have to offer. So, as a whole, brand safety is a process within brand reputation management. If customers click on an ad for a new blanket and are led to unrelated content, you’re practicing malicious advertising, which risks the safety of your consumers.īrand safety goes both ways your business is protected from outside sources that aim to harm, and your customers are protected from malicious business practices that may cause them to lose money or be exposed to offensive things. In another scenario, you want your advertisements to be related to what you're advertising. The IAB recommends purchasing ad space from trusted publishers so your ads aren’t next to content that consumers may find offensive or cause them to distrust your brand. Some examples of scenarios that risk brand safety are correct ad placement. Although somewhat similar concepts, brand safety falls into brand reputation management.
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Brand SafetyĪccording to the Internet Advertising Bureau, brand safety ensures that advertisements, their content, and any content shared by brands are appropriate and not associated with topics of consumer opinions that may be negative. A negative reputation can be damaging to sales and customer retention, but it also helps you learn about what customers like, which can be helpful for updating business processes to better meet consumer needs.īrand safety has recently become discussed in conversation with reputation management, and we’ll explain what it is below.
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When your reputation is positive, you inspire customer loyalty, a significant driver of revenue and growth. Reputation management is a continuous process, as it allows you to stay on top of your brand’s public perception and address possible damaging situations as soon as they occur.
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Nowadays, reputation management is centered around monitoring and protecting your brand’s online reputation in reviews, social media, and Google. Brand reputation management is the process of monitoring how consumers perceive your business and taking strategic action when necessary to improve your brand's image.