Reputation - the condition of success of the company in the market

Companies seek sources of competitive advantage in newer and newer areas. Nowadays more and more companies incline to acknowledge intangible values (including building and managing the reputation) as one of the main factors determining market success. Therefore, non-material values change the way companies do their business, treat their employees, sell services and talk to customers. Those transformations will continue and will have tremendous signification for strategies, short and long term decisions, communication and, consequently, for the reputation of companies, all of which being elements shaping identity. This article focuses on reputation - a market aspect of corporate identity management. It also contains a set of tools useful in this area. Paper analyses also the findings of the corporate reputation research from selected Polish companies. .