"A brand's reputation is one of its main assets. It is the result of years of hard work, investment and customer relations, often over generations, whether with private customers or companies. However, it can easily be destroyed if consumers begin to feel that the brand is not meeting their expectations or, even worse, that it is unwilling to listen to their concerns."

Read here (only available in Portuguese) the most recent opinion article by Susana Costa e Silva, professor at Católica Porto Business School and director of the Master in Management, published in Jornal Económico.