DEVELOPMENT OF MODERN REPUTATION RESOURCES OF THE COMPANY AS THE REALIZED NECESSITY

Due to the changing economic situation, the importance of global markets and relations between countries in the process of production, trade, transportation of goods increases significantly. One of the most important criteria for the modern consumer becomes the reputation of the company and the importance of the trade mark on the world stage. Reputational capital of the enterprise is a key aspect of the value of intangible assets. The article discusses the concept of reputation capital, reputational resources, assets, corporate image, as well as the possibility of increasing the reputation and development of enterprises in modern conditions.