This chapter provides a comprehensive analysis of the corporate reputation concept, examining its evolution and definitional challenges. It systematically reviews the literature from the past 50 years, categorizing studies into three distinct periods. It highlights the transition from viewing corporate reputation as a strategic asset to a relational approach focused on stakeholder perceptions and, more recently, to an integrative perspective that incorporates both. The chapter also discusses corporate reputation as a source of competitive advantage, drawing on theoretical frameworks such as the resource-based view, signalling theory, and institutional theory. Additionally, it explores corporate reputation’s classification as an intangible asset and the challenges associated with its measurement under accounting standards. By synthesizing various disciplinary perspectives and theoretical frameworks, this chapter sets the stage for subsequent discussions on reputation management and its impact on firms.