Abstract
This article aims to discuss the appreciation of the brand's defense strategy and its reputation for the corporate institution's image in the face of attacks and criticisms of the quality of its products and services, inevitably exposing its brands in social networks. The work evaluates the interaction of the organizations with the users in order to fulfill the mission of defending their brand in the face of judgments that may negatively expose the products and services of the brand that over the years struggles to survive the current economic situations of the country.