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A good reputation management strategy can help a business to gain customers trust, or improving the trust level of consumers. A customer will believe that what the company is selling is authentic and reliable when their brand name has a high reputation. Reputation management is the act of restoring or enhancing the reputation of an organization through advertising, promotional practices and public relations. Reputation management allows companies to restore balance in their market after a negative event by taking steps to build trust among customers, vendors, employees and stakeholders. By gaining the trust of potential customers, your business will be more likely to gain a positive reputation in their eyes and will get further investment. Reputation is an essential element of today's marketing world.