A good reputation can be measured in dollars

Reputation matters. If managed well, it is a valuable asset and represents a significant proportion of a firm's market value.
It is a source of stock market equity. It is a source of stakeholder loyalty and makes an organisation more resilient to sudden and unexpected downturns.
What is reputation? Simply stated, it is the overall esteem in which an organisation is held. It is an assessment, made over time, of its ability to provide valued outcomes to stakeholders.
If it is so simple, why are so many organisations getting it so wrong? Why are they learning, too late, of its vital importance? Article