ABSTRACT
This chapter focuses on special forms of corporate associations, namely reputation and trust. It examines corporate reputation and presents its dimensions and key management issues. A true reputation index should include a representative sample of various stakeholders and their criteria. Reputation is a complete and evaluated impression of an organization that reflects perceptions of individual stakeholder groups. The important influence of the overall reputation and its management on different stakeholders and their perceptions and responses is reflected in the concept of perceived external prestige. Dutton points out that perceived external prestige of a company is in a close relationship with the social identity of an individual. A successful approach to reputation management always starts with knowing the expectations of stakeholders well and their perceptions of the company. Trust is a key element in stable relationships in society, because mistrust is an important factor in interpersonal and group behaviours and in relationships among institutions.
