The company own the brand, but the brand is just only what all the stakeholders tell and share their thought of it.
There is a sort of stakeholder “brand equity” that provides the true market reputation of the brand. Analysts know the intangible value of the brand, not depend on the achievement of a simple financial reputation. Have you ever paid attention to the social impact when you shooting a TVC? Or at the effect of such a metaphor and hyperbole used? At the use of greenwashing? And, what about your brand on social network?
Some possible small crack in the heart wall. It’s not only a question of reputation (we can measure it). It’s not only a question of your care and rapidity to mend it (we can help to do it). It’s a question of driving what your personnel do at any moment, to enlarge stakeholder brand equity.