Evolution of Concepts Related to the Term «Brand Reputation» and Their Relationship

Throughout the past decade, theme of reputation has attracted growing interest in world corporate business. This is primarily due to fact that beginning have an increasing impact on capitalization brands. In addition, accelerated development information technology and subsequent large-scale expansion organization into digital markets, with a new force, expanded scientific field research intangible factors activities numerous publications devoted study term reputation, both domestic foreign researchers, there are different approaches its definition. Previous analysis works shown often confused categories «brand», «brand image», «intangible assets», «goodwill» or «business reputation» (Malakhov, 2009), which other nature meaning. article analyzes views various researchers above terms and, based work done, attempts systematize these offers author's definition reputation». will provide theoretical basis for further research, namely, quantitative assessment era market transformation spread modern technologies.