Reputation. Normally you want it clean, unmarked, pure as the driven snow. But in The Prince, Machiavelli says fuggedaboutit . Yeah, it's nice to have a good reputation, but it's not worth losing sleep over. On the other hand, don't let your reputation get too bad, because if people hate you, you're done for. So, dealing with your reputation and respect is like a walking a tightrope. Don't go too far in one direction or you'll fall over. It's never easy with Machiavelli, is it?
Machiavelli does not consider reputation especially important. Many other qualities are more important in a ruler.
In The Prince, reputation brings respect and vice versa.