Annotation. In the article research of concept «business reputation» is carried out legal entities as participants of public relations. It is set that the row of the personal unproperty rights for legal entities, among that and right on inviolability of business reputation of legal entities, is envisaged in the article 94 of the Civil code of Ukraine.
Over the past decades, there has been a trend towards a growing interest of business representatives in their reputation and its impact on the results of operations and, accordingly, development for the future. Awareness of the importance and value of reputation among the leaders of modern business makes it necessary to find ways to build an undeniable reputation, strengthen it among stakeholders and use it effectively.
The article examines the formation and support of the state competition as a competition between entities providing through their own achievements attainment of certain economic benefits, resulting in consumers and business entities are able to choose the desired product while individual entities do not define the conditions of implementation of the goods on the market.