At present, there is a contradiction between China's high demand for and attention to vocational education and the general public's resistance and rejection of vocational education. One of the reasons is that the social image and reputation of vocational education is not commensurate with its social value. Therefore, improving the governance of vocational education reputation is a crucial step to resolve conflicts, enhance social identity and attraction of vocational education. In vocational education reputation governance, plasticity, trust and brand are respectively the foundation, key and external representation. The micro value of reputation governance is to increase graduates' competitiveness in the labor market, the value in middle view is to stimulate the enthusiasm and improve the effectiveness of industry-education integration and school-enterprise cooperation, the macro value is to serve the national development strategy and build an international brand of vocational education with Chinese characteristics, and the bottom line value is to enable vocational education to obtain an irreplicable sustainable competitive advantage. In the context of quality improvement and value-added empowerment of vocational education, it's necessary to build a governance mechanism based on trust and incentives, quality supervision and evaluation, collaborative management, and achieve the “3 Visions” and “5 Integrations,” to increase its soft power and competitiveness, enhance its social identity and attraction, and reshape its brand image.