In a study commissioned by Media Figaro, Sociovision, and Brain Value (Ifop Group) and conducted among 1,500 French people, a major shift has come to light: reputation has now emerged as the primary driver of brand influence, ahead of image and brand awareness.
Reputation: A Decisive Factor in Choice
77% of French people say that reputation—what others say about a brand—influences their decisions, compared to 65% for image and 62% for brand awareness. Furthermore, 63% cite it as the primary factor in their choice. A brand’s value therefore no longer rests solely on its own messaging, but on the collective perceptions circulating about it.
A Collective Construct, at the Intersection of Influences
Reputation is shaped within a multifaceted ecosystem: consumer reviews (59%), the press (54%), and social media (33%) are the main sources of influence. Among young people, these dynamics are intensifying, with social media platforms and influencers playing an increasingly significant role—though they do not supplant the credibility accorded to traditional media.
In this context, 8 out of 10 French people say they consult multiple sources before forming an opinion, relying primarily on their friends and family (94%) and on experts (85%). Reputation thus becomes a process of cross-validation, blending personal experience, recommendations, and information.
A Strategic Asset Under Constant Pressure
In the age of social media and generative AI, reputation is more exposed and more volatile: 75% of French people believe that social media amplifies flaws more than strengths, and 52% have already boycotted a brand following negative reports.
Faced with these risks, expectations are clear: transparency, consistency, and sincerity. 46% of French people cite transparency as the first response they expect in the event of a crisis, far ahead of changes to a brand’s image or persona.
“Reputation has become a major strategic asset for brands. It is no longer something that can be decreed; it is built through ongoing dialogue with all stakeholders—including the media, platforms, and consumers. In this fragmented environment, brands must combine transparency, consistency, and credibility to build lasting trust,” explains Aurore Domont, President of MEDIA FIGARO
Toward a New Standard of Trust
In the future, reputation will increasingly rest on verifiable and sustainable commitments:
90% of French people believe that total transparency from brands is desirable, and 81% believe that only those brands that are truly committed will be able to build a good reputation.
In this ever-changing environment, the media continue to play a pivotal role. They serve as benchmarks for credibility and for prioritizing information, helping to stabilize perceptions of brands in a fragmented landscape.
In conclusion: reputation is no longer just one attribute among many, but a central strategic asset, built through the interaction between brands, consumers, and media ecosystems.
