Business reputation as a component of intangible assets. Formation a system of methods evaluating the effectiveness of business reputation management

Quite often, the price paid for the company exceeds its net assets, and in this case there is generated an intangible asset - reputation, or goodwill. This excess of the cost of the enterprise is connected with the possibility of obtaining a higher level of profit (in comparison with the average level of efficiency investment) through the use of more efficient control systems, the dominant position in the market, new technologies, etc. In the article, the methods of measurement and assessment of business reputation in modern practice are considered, and their merits and demerits are provided. It is noted that the important place when studying appeal of business shall be allocated to a problem of measurement of business reputation. The authors draw a conclusion that the positive business reputation and its management should be considered by business as obligatory priorities.