According to B2C, Character is who you are. Reputation is who other people think you are. For all the effort and attention that we give to character, it’s reputation that really matters, especially in the business world. And that is why reputation management exists. Reputation management goes by a variety of names —;online reputation management (ORM), rep management, brand perception. Whatever you call it, the goal is to shape public perception about a person or business, though you may be surprised to learn just how little control brands and individuals actually have over their reputations.