"Trust the Brand - Corporate Reputation Management in Private Banking" is a professional book that addresses the significance and management of corporate reputation in the field of private banking. Reputation is defined as the sum of individual perceptions, experiences, and beliefs of a company's stakeholders. In a business area that heavily relies on trust, a positive reputation is crucial for private banks. The book examines the current state of reputation management in German private banks and identifies the factors that influence reputation. It develops a structured concept for managing corporate reputation that takes into account aspects of good corporate governance. Additionally, it highlights opportunities for the consulting industry in the context of reputation management. The author, Verena A. Knipp, provides well-founded insights and practical approaches to improving reputation in a sensitive and high-risk business environment.