Business reputation as a value indicator when selling a business and as a factor of sustainable business development

The article examines the role of business reputation as a key intangible asset that influences a company's value and resilience in the modern economy. The author analyzes the shift from traditional tangible assets to an innovative model dominated by intangible factors such as brand, intellectual capital, and reputation. Special attention is given to quantitative methods for assessing business reputation, including approaches used in M&A (mergers and acquisitions) transactions. The key components of reputation are explored: corporate prestige, customer loyalty, management quality, and corporate social responsibility. The article emphasizes that business reputation not only creates competitive advantages but also directly impacts market capitalization, access to financing, and business crisis resilience.