Reputation management: theoretical aspects in a modern company

Abstract

In today's market economy, when there is a maximum diversity in goods and services, it is difficult for the consumer to determine the user of what brand he wants to be. Therefore, the image concern is a pressing issue for companies. Managers' attention to brand management begins to increase as they become aware of the impact that company brand has on the performance of a company. These circumstances determine the relevance of the topic of the study.