This research work covers issues related to social representations of reputation and the main principals of foundation the reputation. The study involved 479 people. The objective of our research is to study the socio-psychological representations of reputation in the context of the organizational culture of International Company, to develop the tools for managing the company's reputation in Russia. The study used the following tools: Questionnaire, Sacks sentence completion test by Sacks and Levy. A meaningful and statistical analysis of the results based on the method "Unfinished sentences" allows us to formulate several statements. We found practical confirmation that the representation of reputation is perceived as honesty, credibility, openness, reliability, quality of products and services that is the core of company social capital. All the above is a confirmation of the existence of a strong internal corporate reputation management that studies the specifics of building reputation and creating positive social representations about the company. The results enabled us to create a classification of people based on differences in perception of the reputation phenomenon, different situations, objects and basic functions of reputation.