Reputational risks as a part of brand communication interaction with clients and partners

The article discusses the distinct characteristics of the "image" and "reputation" concepts, as the primary components of building a brand. Based on a comparative analysis, the article demonstrates these concepts do not represent identical meanings and carry different semantic connotations. Therefore, it is incorrect to consider them as the synonyms. The article concludes that reputation has a more significant impact on a brand perception than image, and that the organic nature of a brand reputation can create challenges in establishing a positive reputation. It has been determined that communication risks can include reputational threats, which served as the main argument for investigating the impact of the intangible nature of reputation in EdTech companies. Reputation has been found to be of particular importance to clients of online educational institutions, as it is formed for the account of the quality of elements that contribute to building trust in an online school. By understanding the features of distance learning for students, it has been determined that reputation is a major factor in their decision-making process when purchasing a training course. One modern source of reputational risk is implementation of innovative technologies by large companies to promote their growth. However, a single mistake in the communication process with a client could significantly impact the reputation of a company. The possible reputation risks associated with introducing innovative technologies to an online school have been discussed. The assessment of reputation risks allowed defining the most significant threats a school may face.