This paper summarizes the desirable future direction of the measures against reputational damages based on evaluating the current status of reputational damage, radioactive contamination and efforts to overcome the disaster which occurred with the Great East Japan Earthquake. Specifically, we evaluated the significance the following countermeasures against the reputational damages and radioactive contamination. 1) Building a mutual trust and assistance system among consumers and victims by using relationship marketing, 2) construction of a radioactivity risk management system with an emphasis on prevention and response when a disaster occurs, 3) rumor prevention by using risk communication, and 4) correspondence with moral hazard.