Donations and Company Reputation Management Strategy – Overview and Checklist Corporate reputation is a complex and multifaceted asset that. The definitive guide to corporate reputation “It takes 20 years to build a reputation and five minutes to destroy it. Creating and maintaining a company’s reputation is an ongoing process for CEOs and other business leaders, but it all starts with one word to keep in mind: “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 possibleThe The fact that corporate reputation cannot be touched, seen or told does not mean that it is not one of an organization’s most important assets. As a collective representation of stakeholders’ interests and feelings, corporate reputation is the cornerstone of any company’s success and a characteristic that can differentiate a company from its competitors. When defining a company’s reputation, it is important to remember that it is an intangible asset. Although each person perceives your company differently because they have different interests, their feelings collectively determine your company’s reputation. A company’s reputation is the sum of all the opinions and beliefs that exist about a company based on its history and perspectives relative to its closest competitors. Perhaps for this reason, most companies surveyed by McKinsey & Company indicated that improving or maintaining corporate reputation was their top priority when addressing sustainability issues. In addition to these quantitative measures, corporate reputation is also important. 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.