The aim of this work was to investigate the subject of "Corporate Reputation" in its most diverse approaches, so we sought to answer what the concept of reputation is, or what its different concepts are, and how it is constructed, based on the opinions of people from different backgrounds and areas of activity in the corporate world. In order to better understand this concept, we briefly contextualised society, organisations and individuals, seeking to understand the relationship between the three in order to provide support for the discussion of reputation that permeates this relationship. Next, we mapped the different concepts and approaches that have been consolidated in the academic discussion on the subject, thus dividing "corporate reputation" into three main approaches: reputation as an asset, reputation as an evaluation and reputation as a perception. We also work with aspects linked to crisis, identity and image that are present in the various approaches.