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Corporate reputation, or the management of the corporate brand, is playing an increasingly important role in terms of the propensity of business to build and sustain market, mind, and heart shares of customers and publics all over the world. Corporate reputation significantly impacts share value, and on the ability of businesses to attract and retain excellent employees. The topic, however, while seemingly as ‘old as the hills’ has only recently started to receive attention in academic journals. This paper will discuss what is already known about corporate reputation before outlining the findings from an exploratory study with executives from eight nation states. The findings show that corporate reputation is here to stay, that it has significant meaning for CEOs and those who assist them, and that it helps to sustain businesses in their national, international and indeed global performance.