Conceptual approaches to the determination of essence of business reputation of enterprise

Abstract

In the article the conceptual approaches to the determination of essence of business reputation of enterprise is considered. The basic constituents of business reputation are certain, intercommunication of concepts "reputation", "image", "brand", "goodwill" is shown and their comparative description is developed

Keywords

• ділова репутація підприємства
• нематеріальні активи
• імідж
• бренд
• гудвіл