Symantec has released their newest installments of Norton Internet Security and Antivirus software. The 2010 lineup builds on last year’s products in several regards, but they all revolve around one basic thing: reputation.

Norton Reputation Scanning (SONAR 2 and various “Insight” technologies. The new approach complements (rather than replaces) traditional signature and fingerprinting antivirus, and the (relatively new) heuristic behavior analysis methods. Norton Reputation scanning basically checks a file’s reputation to keep malware from slipping in under the radar.

Norton’s also working on their own reputation, trying to reassure consumers that their product isn’t the system hog of years previous, and that they’re still the industry leaders for a reason. And though innovation is nothing new for Norton, the new Dokken vs. Chicken ads are certainly a new direction for them.

The other reputation that Norton is focusing on this go-around is yours. Symantec has definitely shown that they have consumers in mind, and with the newest viruses and malware coming from cyber criminals (think black market, not geeky college kids), that’s even more important. With malware being created specifically to steal your identity (and money), there’s definitely more at stake than just a system crash.

We’re reviewing the new Norton 2010 products as we speak, so you can expect a full (and reputable) review and comparison when we’re done. For now, check the status of our reviews of the best antivirus software.