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Brand Reputation Management

Sense threats and seize opportunities to protect corporate reputation

When it comes to reputation, perception is reality. To effectively promote, protect, and preserve brand and reputation, it must be managed programmatically, with ownership and accountability residing in the C-suite. Deloitte helps you discover, interpret, and prepare for risks that can impact your business or industry and damage your reputation. We help clients lead, navigate, and disrupt to turn potential threats into opportunities.

Brand & Reputation Management

Brand and reputation. It’s what your company is built on. It’s what your customers base their loyalty on. It’s the culmination of everything your company does, from product quality to employee behavior and everything in between. It takes a lifetime to build, but only an instant to be torn apart. So what can you do about it?

The most resilient brands embrace uncertainty. They recognize that purposeful responses go a long way in helping to bounce back after brand events. They understand that preparation gives leaders the confidence that their program can weather a storm. And they keep the brand out in front of everything their company does.

Manage brand and reputation risk

Protecting your organization's brand and reputation is a big challenge but also a manageable one. A positive brand reputation builds loyalty and increases customer confidence in your brand and product, ultimately driving sales and bottom-line growth.

How Deloitte can help

Our experienced brand & reputation management leaders, combined with the full breadth of our capabilities, can help you sense for threats, seize opportunities, and shape perceptions to achieve greater brand resilience, market differentiation, and accelerate performance.

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Sense threats

We can help you sense potential threats by:

  • Keeping your finger on the pulse of your brand by continuously measuring and monitoring changing perceptions of your brand over time
  • Using advanced reputation risk-sensing capabilities to get ahead of trends, disruptors, and threats
  • Proactively preparing for, and minimizing the impact of, potential brand and reputation threats through effective risk management, mitigation, and crisis response activities

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Seize opportunities

We can help you capitalize on opportunities by:

  • Creating a brand risk-intelligent culture and strategies by embedding your brand into everything you do
  • Cultivating internal and external brand advocacy through formal stakeholder engagement programs
  • Proactively preparing for and responding to threats through crisis preparedness, response, and recovery
  • Taking advantage of opportunities to positively impact brand perceptions through consistent, compelling messaging

Shape perceptions

We can help you positively impact brand perceptions by:

  • Aligning business strategies with your brand vision and positioning to further differentiate from the competition
  • Elevating your brand by building advocacy among the most important stakeholders and influencers
  • Proactively and purposefully responding to threats to your brand and reputation to protect, elevate, and strategically position your organization
  • Supporting your brand and reputation management efforts with robust governance to drive alignment, continuous improvement, and a strong risk-intelligent culture


By developing risk-intelligent strategies and investing in the right capabilities, organizations can drastically reduce the impact of brand and reputation risks while continuing to lead in their industry.

About Deloitte Risk and Financial Advisory

Deloitte Risk and Financial Advisory helps organizations effectively navigate business risks and opportunities—from strategic, reputation, and financial risks to operational, cyber, and regulatory risks—to gain competitive advantage.

We apply our experience in ongoing business operations and corporate lifecycle events to help clients become stronger and more resilient. Our market-leading teams help clients embrace complexity to accelerate performance, disrupt through innovation, and lead in their industries.

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Deloitte Risk and Financial Advisory

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Keri Calagna

Keri Calagna

Principal | Deloitte Risk & Financial Advisory

Keri is the Strategic Risk and Resilience leader in Deloitte & Touche LLP’s Cyber & Strategic Risk practice. Additionally, she leads Deloitte’s Physical & Transition Risk Offering where she passionate... More

James Cascone

James Cascone

Partner | Deloitte Risk & Financial Advisory

James Cascone leads Deloitte’s Sustainability, Climate & Equity (SC&E) strategic growth offering in the US for the consumer industry and also serves on Deloitte’s Global Council for Sustainability All... More

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