REPUTATIONAL CAPITAL OF CORPORATE CULTURE IN THE RECOVERY AND DEVELOPMENT OF DE-OCCUPIED TERRITORIES

The aim of this work was to investigate the role of corporate culture's reputational capital in the post-war recovery and sustainable development of de-occupied territories in Ukraine. The study highlights that in times of crisis, reputation is not merely a communicative tool but a strategic intangible asset that ensures trust, resilience, and the ability to mobilize both internal and external resources. Especially under post-conflict conditions, where communities face the challenges of social fragmentation, economic stagnation, and institutional distrust, reputational capital becomes a vital element of reconstruction policy. The research provides an overview of theoretical approaches to the formation of corporate culture and reputation management, emphasizing their synergy in rebuilding public confidence. The paper identifies key components of reputational capital – such as ethical leadership, transparency, social responsibility, and consistency of organizational behavior – and assesses their applicability in the local governance context, business practices, and civic engagement within the de-occupied regions. Special attention is given to the reputational strategies of organizations operating in high-risk and post-conflict environments. It is demonstrated that the integration of corporate social responsibility (CSR) frameworks, community-based partnerships, and inclusive communication fosters a stable reputation and strengthens the legitimacy of recovery actors. Furthermore, the article outlines strategic priorities for enhancing reputational capital, including the development of local brands, capacity-building in reputation management, and the adoption of ESG standards. Through the study of practical campaign experience, the research contributes to a deeper understanding of how reputational capital can accelerate not only physical reconstruction but also institutional reforms, economic revitalization, and the empowerment of civil society. Recommendations are provided for public authorities, businesses, and NGOs to align their reputational policies with long-term development goals of the de-occupied areas.