What is the key difference between 'borrowed credibility' and 'earned credibility' in strategic communication?

The key difference between 'borrowed credibility' and 'earned credibility' lies in the origin of the perceived trustworthiness and expertise. 'Earned credibility' is gained through direct experience, demonstrated competence, and a track record of reliable performance. It is built over time through consistent actions and achievements. For example, a doctor earns credibility by successfully treating patients and demonstrating medical expertise. 'Borrowed credibility,' on the other hand, is derived from associations with credible individuals, organizations, or brands. It is an attempt to transfer the positive attributes of these entities to oneself, even if one's direct contributions are limited. For example, mentioning one's affiliation with a prestigious university can 'borrow' some of the university's credibility. Earned credibility is inherently more robust and sustainable because it is based on personal achievements, while borrowed credibility is dependent on the continued positive reputation of the associated entities and can be easily diminished if the association is perceived as superficial or manipulative.