Evaluation systems including global university rankings have been recently introduced as mechanisms for assessing overall academic quality, appraising research reputation and as a basis for funding and policy decisions. This study explores the concept of research reputation in terms of how it is defined, constituted and assessed. Eight professor-level academics from a range of disciplines based at European universities were interviewed. The findings highlight the subjective and multidimensional nature of research reputation, the role of informal and formal communications in creating and building research reputation, and the inter-relationships between academics, departments and institutions in enabling research reputation, individually and collectively. Given the problematic nature of research reputation, it is critical that higher education institutions engage in effective strategic reputation management at all levels. Consistency of understanding of research reputation should also exist among all users of ranking systems, particularly those involved in higher education policy and research strategy decision-making.