Corporations create a brand, but they earn a reputation. And that a makes big difference. In this chapter, we will first look at the various aspects that make up the concept of reputation and then ask the question whether a good reputation does indeed have any commercial value and yield a competitive advantage. And what are the risks of having a poor reputation? Then, we will look at companies that are regarded as highly reputable and are therefore widely admired, not least reflected in annual expert rankings. Finally, we will analyze how important it is to be trusted. And then, I will allow myself to take a little detour and try to give some insights into how personal branding works and how a personal reputation is built in a professional environment. Ever heard of the Johari Window?