I agree that your Brand is purely built on reputation. It takes a lot of hard work to establish brands and bring it to a stage where people trust you.
Look at all the big companies. One blunder and the whole world is at it. The best thing to do in this kind of situation is to manage your brand tactfully. This is where your PR
comes in to place. All together brand management is the combination of your brand features and activities that eventually lead to a successful brand.