There are many interpretations of the term reputation'. Most authors refer to the general definition of reputation, considering reputation (fr., from lat. 'Reputatio' reflection, reasoning) as "a common opinion about the merits and demerits of someone, smth". The nature and essence of the business reputation of the enterprise are multifaceted and depending on the discipline studied, each researcher has his own interpretation. As well as the very concept of reputation for various fields of science is interpreted differently, the methods of assessment differ. In this article, we analyze the Economic Assessment of the Dependence of an Organization's Competitiveness on Reputation Capital and consider the tools that form reputation capital and methods for assessing it. Based on a review of existing factors in the formation of reputation capital and valuation methods, we will be able to identify key focuses for further research. In the course of the analysis carried out in the work, we found that the formation internal factors of reputation capital play a significant role in ensuring competitiveness, namely, the organization's personnel, its corporate culture.