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It is very easy to lose a brand image and it is very hard to rebuild it back especially nowadays when companies’ competitors use industrial espionage and black PR. First of all company can lose its image when use harmful or environment polluting components. When firms contribute do deforestation or they devastate animals people don’t want to buy they products. Secondly, when companies treat in a bad way their workers or when they hire kids it is very easy way for brand to lose its image. Workers are one of the most important part of the company they belong to company family and they should be treat with respect and dignity. When they are treat bad they are sad, angry and frustrated and clients see all these bad feelings. Moreover, brands can also lose its image when their products are in poor quality. When products are from cheap materials, they are undurable and defective clients don’t want to buy them. Shoppers very easily switch from one brand to another, because at present they have may possibilities of choice. To sum up, all this things mean that companies should care about their brand image. Their can organize some events for local communities or give bonuses to their workers. They should also canvass opinion to see if brand has a good reputation and to see if they follow appropriate way