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To date, science has not developed a unified concept of business reputation of legal entities, which has significant specifics. To date, there is no shared by most authors definition of business reputation, the essence of this intangible good is understood in different ways, there is no unity of opinion on the varieties of legal relations in the field of business reputation. The algorithms of implementation and protection of civil rights in the field of business reputation are not defined.In addition, all of the above leads to an inefficient and haphazard application of norms governing relations in the field of business reputation protection. A negative impact is also imposed by the imperfection of civil legislation, which pays unreasonably little attention to business reputation of legal entities.