Reputation management is the systematic process of influencing and controlling the perception of an individual, organization, product, or service among its various stakeholders. It is a strategic approach aimed at building, maintaining, and protecting the entity's public image and credibility over time. As a research field, it investigates the formation, dynamics, and consequences of reputation, examining how communication, actions, and external factors shape stakeholder perceptions and trust. Key characteristics include proactive reputation building, reactive crisis communication, strategic stakeholder engagement, and continuous monitoring of public opinion. Its significance lies in its critical role in fostering organizational legitimacy, enhancing social capital, mitigating risks, and ultimately influencing performance, relationships, and long-term sustainability within a complex social and informational environment.