Reputation consists of an assessment of the quality of a product, a company or even an individual. It is a social judgement, existing only in our minds. Still, it is essential for a brand, as it is a means to reduce uncertainty, and to choose a product, a company, a partner. How to measure reputation? What are its effects? Insights from Sébastien Dubois, professor in the Strategy and entrepreneurship department and director of the MSc Cultural and creative industries at NEOMA.