Brand reputation can either by your best friend or your worst enemy. The more popular your brand is, the more critical it is to monitor and protect it. The rise of the internet only increases the need for reputation management.
Company sales are built upon reputation and one should never underestimate the cost of a poor reputation, whether in direct loss of sales, damaging press coverage or hindering hiring ability. Proactive efforts are often easier and less expensive than cleaning up after the damage is done.