Alexander Fleischer explains how reputation is formed and assessed. From this, he develops a reputation typology for organizations for the first time, as well as a communication model for the emergence of reputation and an ideal typical influence strategy. The author offers a new perspective on corporate strategy—one that is based on the latest insights into our perception and the conclusions drawn from them regarding the formation of reputation. Despite the significant importance of reputation for organizations of all kinds and the extensive literature on the subject, the question of how reputation is formed had not been addressed before.