What does a company have to do to be admired and respected? Why does Apple have a better reputation than, say, Samsung? In Winning the Reputation Game, Grahame Dowling explains. Companies¿ reputations do not derive from consultant-recommended campaigns to showcase efforts at corporate transparency, environmental sustainability, or social responsibility. Companies are admired and respected because they are ¿simply better¿ than their competitors. Companies that focus on providing outstanding goods and services are rewarded with a strong reputation that helps them gain competitive advantage. Dowling, who has studied corporate reputation¿building for thirty years, describes two core strategies for creating a corporate reputation that will provide a competitive advantage: to be known for being Best at Something or for being Best for Somebody.