Brand reputation refers to the degree to which a brand gains public trust, support and praise. If brand awareness is a quantitative indicator, then brand reputation is a qualitative indicator, which reflects the social impact of a brand.

The asset value of brand word-of-mouth is reflected in the word-of-mouth effect. Through people's oral praise, word of mouth and word of mouth, it has triggered a steady stream of sales. A survey report shows that the number of purchases caused by word-of-mouth information is three times that caused by advertisements; The influence of word-of-mouth information is twice that of broadcast advertisements, four times that of personal promotion and seven times that of newspaper and magazine advertisements.

The higher the reputation of the brand, the more obvious the word-of-mouth effect and the higher the asset value of the brand.