This entry aims to analyze the construct of reputation as a key target in strategic communication. Reputation is analyzed on the micro, meso, and macro levels with respect to executives or leaders (e.g., chief executive officer, politician), organizations (e.g., corporations, nonprofit organizations), and branches or industries (e.g., financial sector, pharmaceutical industry) as well as other imagined entities (e.g., countries, nation‐states, travel destinations). Reputation is defined as a multidimensional attitudinal construct comprising cognitive and affective dimensions of an entity. The cognitive dimensions refer to the entity's competence and performance (functional reputation) as well as to its social responsibility and integrity (social reputation). These two cognitive components affect the emotional appraisal (affective‐expressive reputation) of the entity.