Reputation: the content of the basic concepts

The modern socio-economic system and society are currently undergoing a dynamic transformation. The form and content of many areas are changing, including marketing and related image policy, branding, promotion of organizations and territories, manufacturers of goods in key markets. The concept of reputation is often confused or used as a synonym for the concepts of "goodwill", "image" and "intangible assets", or identified with a specific person or organization. In this article, the author's understanding of this category is proposed, and its main components are highlighted.