Introduction. Nowadays blurring, illegibility, subjectivity, and sometimes contradictory of views of scientists and practitioners in the definition of "reputation risk" can become a significant obstacle to building its effective management system in activities of the organization. Illustration of knowledge structures that are involved in the form selection procedure for the nomination  of the concept under investigation helps to clarify its content and release from the subjective aspects.

Purpose.The aim is to determine a set of terms of knowledge base that, on the one hand, provides an opportunity to characterize the substantive content of the term, and, on the other hand, analyzes the impact of various factors on the reputation risk of the organization. The objectives of the study are: 1) the study of cognitive links of the term "reputation risk of the organization" with other terms of the knowledge base, 2) the construction of the base thesaurus of the subject area "Reputation risk of the organization", 3) clarification of the concept "reputation risk of the organization. "

Method (methodology).While carring out cognitive structuring of subject area it has been considered a substantial connection with the terms of the term knowledge base, where the value of the degree of similarity in the construction of subject area has been the highest for each term. On the basis of the study of logical relations of similarity between the terms of the subject area"Reputation risk of the organization" it has been built a base thesaurus.

Results.The study confirmed the existence of strong connections between the cognitive general scientific, economic terms and the term "reputation risk of the organization" and allowed to determine the place of the term in set of terms in the subject area. It has been objectively proved that:

1. Based on scientific approaches and categories, reputation risk of the organization acts as the carrier of predominantly economic characteristics and economic interests. Reputation risk – is an economic category, which is in the plane of the system management in the socio-economic system, raises the questions of its formation, operation or return to a stable state.

2. Reputation risk of the organization has a strong causal links with the activities of the subject, its motives and behavior guidelines in the world, particularly in the economic sphere. Subjectivism is the defining feature of reputation risk of organization.

3. Source of reputation risk is not as much the specific facts and events related to the organization, as the information acquired by separate entities in terms of influence on the formation of subjective perceptions of the organization.

4. Systemic problems of organization are a stable source of reputation risk; systematicity is its characteristics.

It has been determined the concept of reputation risk of organization as a potential risk of financial loss of capital and earnings of the organization, reduction of the ability to conduct operations due to the worsening of business reputation caused by the negative perception of customers, counterparties, shareholders and other stakeholders, the results of operation practices, and individual events associated with the organization. Study of cognitive connection of terms of the subject area "Reputation risk of the organization" allowed to identify the main factors that determine the reputation risk of the organization. 

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