To the market and customers, the Reputation of a corporate entity or an individual is an important intangible asset which can generate exclusive economic benefits. Reputation comes from positive perceptions about the general beliefs and practices of the company, opinions, and views of the goods or services delivered by the entity. A positive reputation can increase the performance of the product or service on the market resulting in superior cash flows. When undertaking business valuation analysis, an entity’s reputation qualifies as an intangible asset because it can be recognised and the associated economic benefits reliably measured. Intangible assets are a class of assets without physical form yet can provide significant value to the owners. To estimate the fair market value of an intangible asset such as reputation, business valuation analysts apply techniques under the income, market and asset methods.