Concerning the succession of business reputation and other intangible benefits

The article deals with the possibility of protection of business reputation and other intangible benefits in case of dissolution of their holders as subjects of civil law. It is concluded that there is no succession of legal entities' business reputation in the event of both liquidation and reorganization of a company, and business reputation ceases to exist with the legal identity of its holder, but there is still possible connection between business reputations of different subjects. The author justifies introduction of the concept of "protection of positive and (or) truthful image of entities or persons".