Building and maintaining and maintaining a company’s reputation is an ongoing process for CEOs and other business leaders, but it all starts with one word to remember: “Stakeholder. Building and maintaining a company’s reputation is an ongoing process for CEOs and other business leaders, but it all starts with one word to remember: Stakeholder. Leading an organization and building a positive reputation means constantly looking for ways to make the positive press outweigh the bad press as much as possible. A company’s reputation, which is a collective picture of stakeholders’ interests and feelings, is the cornerstone of any company’s success and the attribute that allows it to differentiate itself from its competitors. The ability to better communicate with stakeholders and ensure that their needs and concerns are addressed is the foundation of company reputation management. The fact that a company’s reputation cannot be touched, seen or told does not mean that it is not one of the organization’s most important assets. The ability to better communicate with stakeholders and ensure that their needs and concerns are met is the foundation of company reputation management. When defining a company’s reputation, it is important to remember that it is an intangible asset. A company’s reputation is the sum of all the opinions and beliefs that exist about a company based on its history and future prospects compared to its closest competitors. Although they each perceive your company differently because they each have different interests, their feelings together determine your company’s reputation. Perhaps that’s why most companies surveyed by McKinsey & Company cite improving or maintaining their reputation as their top priority when addressing sustainability issues. Like these quantitative metrics, corporate reputation is also important to a company. A positive corporate reputation is very difficult for competitors to achieve or surpass. However, unlike tangible assets, the value of a company’s reputation is not correlated with a physical object and may be more difficult to accurately quantify.