The leader’s reputation is an integral part of the organization’s success and affects the company’s perception by various stakeholders in a competitive economic environment. The leader’s reputation is formed through the actions and decisions of the leadership, considering different managerial approaches. The article studies the urgent problem of forming and managing the leader’s reputation in modern economic instability and increased market competition. The authors analyze various elements that define the leader’s reputation, such as his professional ethics, ability to make decisions in conditions of uncertainty, ability to create a motivating environment for employees, etc. The study focuses on the relationship between the leader’s reputation and the organization’s success, where the leader’s reputation is an essential factor influencing the company’s perception. Also, the paper notes that managing the leader’s reputation becomes a necessary element of strategy in a highly competitive environment, where every aspect of interaction with stakeholders can determine the success or failure of the enterprise. The article considers management components of the leader’s reputation and common mistakes in forming a favorable leader’s reputation. The authors proposed a comprehensive study of the role of the leader’s reputation in the modern economic environment. They provided practical recommendations for managing reputation to achieve organizational success and stability. The article analyzes the influence of the leader’s reputation on some organizational components that form the enterprise’s efficiency. The paper provides aspects of the leader’s reputation directly affecting the organization’s effectiveness. The article emphasizes the importance of responsibility and the attentive attitude of the leader to the positive reputation formation of an organization and its perception as an indicator of successful management and development.

leader, leader’s reputation, management of leader’s reputation.