The brand is what the customers say it is. That is the main point of this chapter. It's not was the VP says it is, it's not what the manager says it is; It is what the customer says it is! The customer RULES! Cusomter can do a variety of things to explain there satisfaction or dissatisfaction of your company, and remember people talk. They post their opinions or rate your company on different sites. The downside however is that you don't hear from everyone. In my opinion you will only hear from the really happy customer who wants to praise your company or the really angry company who wants to make his/her point known!
Companies can set up their own private community online and encourage customers to go that particular site to give their opinions. Or companies can begin brand monitoring which is checking all the other sites where people may put their opinions.
Regardless of the option you choose, people talk and they share opinions so beware!
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