Reputation is the result of the rational and emotional attitudes of audiences to a company.  The attitudes do not need to be the consequences of someone's personal experience. Reputation can provide the view on the company, its values and management style  that resonates  with its key audiences.  In a  way, reputation is a social mandate necessary for functioning and development.

The process of building, advancing and managing reputation is one of key factors that contribute to the company's success. Investment in reputation equals investment in relationship of trust to the company. It also builds value of the company among its key audiences. In crisis situations it is reputation that can be of key importance to protect the company's assets.