The paper is devoted to the analysis of development of positive image and business reputation of the company. In our opinion the development of a positive business reputation is closely connected with the creation of a sustainable corporate image. We focused on such close concepts as “business reputation”, “image”, “brand”, “individuality”, “fame” and “authority”. The study of business reputation, awareness of the mechanisms of its formation and development can help answer the question of whether the problems of the organization are related to a lack of awareness of consumers and business circles about it or is it in its image. We made the conclusion that positive reputation becomes a prerequisite for a firm to achieve sustainable and long-term business success. If the company's strategy provides for development through enhancing business reputation, then top managers need to realize the full value of business reputation and make taking care of it the main task of the business, and not just its board of directors and public relations management.
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