What term is used to describe monitoring that helps protect a brand's reputation?

The term that refers to monitoring activities aimed at protecting a brand's reputation is social monitoring. This process involves tracking social media platforms, online reviews, and other digital channels to gather insights on public perception of a brand. By actively engaging in social monitoring, companies can identify potential issues before they escalate, respond to customer feedback, and reinforce positive interactions. This proactive approach is key to maintaining and improving a brand’s image in the eyes of the public, allowing businesses to address concerns and showcase their values effectively.

In contrast, brand awareness relates more to how well consumers recognize a brand and its association with particular products or services, rather than ongoing reputation management. Market research focuses on gathering data about consumers' preferences and behaviors to inform business decisions, while competitive analysis involves studying competitors to understand their strengths and weaknesses, which is distinct from directly monitoring aspects of a brand’s reputation.