HOW CAN A GOOD REPUTATION CREATE VALUE FOR A COMPANY?

The relationship between corporate reputation and profits has been discussed in many papers and the points of view are different: a good reputation can lead to greater profits, but sometimes happens that a good financial status changes positively people's perceptions about the company. Thus, it can be said that profit can be a cause or an effect of a good reputation. A better understanding of the link that exists between the financial results and the efforts of marketing departments in building a strong reputation would help not only researchers, but also stakeholders to focus more on this aspect. This paper illustrates how a good reputation can increase the value of a company and maintain a top position in the hierarchy while passing through a financial crisis or a decisive moment for the company's life. The discussion will also take into consideration corporate valuation and examples of companies in which its value helped in passing the crisis.