It is often said that perception is reality. In this case, perception is also the driving force of reputation. That means that reputation is derived from the application of reputation management, a method of tracking and engineering how entities are perceived by people.  These days, the way that people acquire information about companies, brands, services, or products is largely based on internet searches and social media references. Therefore, the focus of reputation management is to improve sentiment through these channels about the particular subject whose overall reputation is at the heart of the effort. In other words, reputation management is seeking to improve an entity’s online profile. That means extenuating the positives and subduing negative reflections of said entity.