ANALYSIS OF BUSINESS REPUTATION’S COMPONENTS OF UKRAINIAN BUSINESS

The article analyzes the components of the business reputation of Ukrainian business. The set tasks of the research were as follows: on the basis of the indicated relevance and need for the analysis of business reputation, to determine the contributions of individual scientists and experts to the theoretical foundations of the analysis of the components of business reputation; choose a certain set of components of the business reputation of companies suitable for analysis; conduct an analysis of the rating positions of domestic companies based on a selected list of elements of business reputation; to analyze the peculiarities of the business reputation of companies by each component. It is noted that business reputation is a strategic resource of companies that allows them to stand out on the market, gain competitive advantages, attract and retain customers. It contributes to the growth of capitalization, investment attractiveness, profitability and share price of companies. A positive reputation helps to stabilize the market position in crisis periods. The article examines theoretical approaches to distinguishing the components of business reputation, among which some scientists and experts distinguish financial, social, marketing, corporate communication, PR and behavioral components. Modern research proves the importance of a comprehensive approach to business reputation management, without prioritizing individual factors. The reputation institute (RepTrak) annually forms a ranking of the TOP-100 companies in the world with the best brand reputation, evaluating them according to seven key factors. The study focuses on the analysis of the business reputation of Ukrainian companies according to the latest ratings. It was established that the leaders in terms of activity are companies of the energy and trade sectors, and the best employers are IT companies. The investment attractiveness rating of companies shows that among Ukrainian enterprises that actively attract private investments are original media projects, cryptocurrency exchanges and new buildings. The reliability of the companies was assessed separately according to the ratings of insurance companies and banks. Based on the results of the work, it was concluded that the factors influencing the business reputation of Ukrainian companies are the volume of activity, creation and maintenance of jobs, investment attractiveness and reliability. During the war, companies adapt to new conditions by investing in personnel and innovation, which allows them to maintain and increase their business reputation. Keywords: business reputation, Ukrainian companies, reputation analysis, components of business reputation, factors of business reputation, ratings, scope of activity, jobs, investment attractiveness, reliability.