Knowing the reputations of your own and/or competitors' products is important for marketing and customer relationship management. It is, however, very costly to collect and analyze survey data manually. This paper presents a new framework for mining product reputations on the Internet. It automatically collects people's opinions about target products from Web pages, and it uses text mining techniques to obtain the reputations of those products. On the basis of human-test samples, we generate in advance syntactic and linguistic rules to determine whether any given statement is an opinion or not, as well as whether such any opinion is positive or negative in nature. We first collect statements regarding target products using a general search engine, and then, using the rules, extract opinions