In recent years, the reputation of organisations has emerged as a strategic asset. Many senior managers regard this as a top priority. For CEOs to accept responsibility for the management of corporate reputation, it is essential that it is understood properly and measured consistently. Dr Marietjie Theron-Wepener, Marketing and Stakeholder Relations director at the University of Stellenbosch Business School, recently developed an instrument to measure corporate reputation from the perspective of the clients of organisations delivering services. This formed part of her PhD studies. In this Think Tank article, she explains why corporate reputation should be carefully guarded.