The residential real estate construction market is increasing in volume but remains the most risky industry in terms of investment due to the long lead time for product creation and realization. Brand can play an important role in reducing the risk of real estate developers. There is a relationship between the concepts of image, reputation, brand and goodwill. Hence, a real estate developer's goodwill is affected by its image and reputation. Research Objective. It is necessary to identify approaches for assessing the reputation of developers in regional residential real estate markets in order to maintain their brand and, consequently, competitiveness at the required level. Materials and Methods. By analogy with the method of solving the problem of choosing a shopping center by a client, we propose a method for assessing the level of protection of the developer's brand, which is understood as the reputation of the developer in relation to the regional market. Initial data for assessing the level of protection of the developer's brand are consumer reviews in the Internet. It should take into account the Ganning Nebula Index of reviews about the developer, the average volume of words in reviews about the developer, the number of negative reviews about the developer, the total number of reviews about the developer and the degree of competitiveness of the residential real estate market in the region. Results. As a demonstration example of using the proposed method of assessing the level of protection of the developer's brand, a conditional market represented by 9 conditional developers was modeled. For each developer conditional individual parameters were selected and on their basis the level of the developer's brand protection was calculated. A comparative analysis of parameters and the level of brand protection of real estate developers was carried out. In particular, it is shown which parameters and their combinations positively or negatively affect the level of brand protection of the developer. Conclusion. Based on the results of the given demonstration example, it can be stated that the proposed approach to determining the level of protection of the developer's brand in the Internet, at least, does not contradict common sense, and, at most, is a relevant and useful tool for an objective assessment of the developer's business reputation.