Corporate reputation refers to how a corporation is viewed by all of its stakeholders, including its employees, clients, shareholders, and the general public. It is the sum of all the views and beliefs held about a company based on its history, interactions, and future prospects. A good corporate reputation is a valuable asset that significantly impacts a company’s bottom line. It can lead to more trust from customers, employees, and investors, among other groups, and is important for building strong relationships and can be vital to a company’s success
. From an intangible, academic concept, the importance and understanding of corporate reputation has evolved into a central tenet of business success. It is widely accepted as affecting both a business’ resilience and its financial value, making it a key focus for corporate communications
. Conceptually, corporate reputation can be defined as the collective perception of the organization's past actions and expectations regarding its future actions, in view of its efficiency in relation to the main competitors. It is acknowledged as a multifaceted term, with different meanings for distinct disciplines and perspectives
. Firms with strong positive reputations attract better people, are perceived as providing more value, and often charge a premium. Organizations are especially vulnerable to anything that damages their reputations, as much market value comes from hard-to-assess intangible assets such as brand equity, intellectual capital, and goodwill. Most companies do an inadequate job of managing their reputations and the risks to their reputations, tending to focus their energies on handling the threats that have already surfaced
