1. A computer implemented method operable to assign a reputation to a messaging entity associated with a received communication, the method comprising: receiving a communication from a first entity; deriving, using one or more processors, one or more attributes of the first entity based upon the received communication; analyzing the attributes of the first entity; retrieving, from computer memory, known attribute information for a plurality of known entities; correlating, using the one or more processors, the derived attributes of the first entity to the known attribute information; defining, using the one or more processors, a relationship between the first entity and one or more other entities selected from the plurality of known entities based upon the first entity and the one or more other entities sharing at least one common attribute or common patterns of attributes; and attributing, using the one or more processors, a portion of a first reputation associated with one of the first or the one or more other entities to a second reputation associated the other of the first or the one or more other entities based upon the defined relationship and said at least one common attribute or common patterns of attributes.