The relationship between organizational character, behavior, performance, brand, and reputation is the subject of rousing (okay — 'strenuous' maybe) academic discussion. Reputation management textbooks and communications pundits debate which drives the others and which should dominate when it comes to corporate communications planning.
I know this since I teach reputation management in the continuing education department at Ryerson University in Toronto and my students always bring forward competing or nuanced descriptions of how the five interact.
This short video (disclosure — it belongs to the consultancy for which I toil) describes one definition of the relationship between the core concepts (performance not being one of them interestingly). Discussion of this approach is welcome.