Brand name and image comprise a large portion of a firm's intangible assets. This is especially true in todays transparent society when a company's good name can disappear at the push of a button. Reputational surveys and rankings have in recent years been gaining in popularity. In this research paper we take a closer look at the first such surveys published in Hungary. We compare two surveys that were conducted amongst the stakeholders of the companies and amongst their customers. The study illustrates a significant disparity between company evaluation and consumers perception of the brands surveyed in the more emotionally distant products or services area. Characteristicaly, market leaders experience a smaller gap compared to their piers within their industry segments.