CORPORATE REPUTATION AND ITS IMPACT ON PROFITABILITY AND INVESTMENT

This article explores the relationship between the level of corporate reputation and the financial and economic performance of an enterprise. Reputation capital is examined as a strategic intangible asset that ensures long-term competitive advantage, reduces the cost of attracting clients and investors, and serves as a marker of trust under conditions of high informational asymmetry. The relevance of this topic stems from the growing importance of intangible value indicators in the market capitalization of companies, as well as the need for theoretical understanding and empirical measurement of the impact of corporate reputation on economic outcomes. The study aims to identify key reputational factors that influence profitability and investment attractiveness, and to analyze the mechanisms through which reputation capital is transformed into tangible financial benefits. The methodological framework is based on analyzing secondary data, reputational indices (RepTrak, BrandZ, Interbrand), public company reports, and case studies of successful reputation management practices in multinational corporations. Additionally, elements of correlation analysis are applied to compare reputation ratings with profitability, market capitalization, and investment dynamics. The research findings confirm that strong corporate reputation correlates with higher profitability, increased customer loyalty, reduced risk exposure, and stronger investor valuations. Reputation helps shape a resilient image of a responsible business entity, which positively affects stock value, reduces the cost of capital, and improves conditions for attracting strategic partnerships. The study's theoretical significance lies in refining the conceptual apparatus of reputation capital, integrating it into the model of intangible business assets, and proposing an operationalized framework for the influence of reputation on financial outcomes. The practical value lies in the potential to use the research results to develop a comprehensive strategy for managing corporate reputation as an economic instrument in strategic management, communications, and financial planning.