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Increasing competition mean that the importance of the company's intangible assets, such as image and reputation, is growing. Image and reputation are categories often identified with each other, but there are significant differences between them. An image is a set of ideas and associations about the company created in the minds of the audience, while reputation is the opinion of the company and its activities, arising as a result of indirect and direct contacts with stakeholders. Building both, image and reputati...