Аннотация: The article focuses on studying ways and strategies for reputation management in modern business through the lens of marketing activity. The importance of reputation as a key factor in organizational efficiency, influencing long-term development and the competitiveness of a company, is emphasized. The challenges of reputation management in the context of digitalization and the multiplicity of communication channels with consumers are examined. The article analyzes theoretical approaches to reputation management, highlights the main components of a reputation management system, and emphasizes the significance of clear goal setting and the use of relevant metrics for evaluating efficiency. Special attention is given to online reputation management through internet marketing tools. Based on the research, a system of recommendations for effective reputation management is proposed. It is noted that systematic reputation management contributes to resource attraction, strengthening client trust, increasing business value, and enhancing a company’s market position.