The corporate reputation and its role in building the Yahiya Al-Sayed Omar brand

In light of the rapid changes occurring in the world of business, corporate reputation appears to be a primary and effective tool for organizations to ensure continuity, achieve their goals, and fulfill their mission and vision. Building a good corporate reputation cannot be viewed as an administrative luxury; it is a mandatory choice for organizations seeking success at all levels, especially in building their brand. Moreover, all their marketing activities, production strategies, and growth and sustainability strategies are closely related to the extent of their distinguished reputation and competitive brand. Based on this premise, the book "Corporate Reputation and Its Role in Building the Brand" by researcher Yahya Al-Sayed Omar, through its seven chapters, provides direct support to academic efforts in the administrative field. It also offers indirect support to those working at senior management levels within organizations. The book, through its scientific approach to various concepts related to corporate reputation and branding, aims to contribute a new effort to the Arab library and seeks to enrich Arab academic research with new outputs that contribute to the development of Arab administrative work.