1. Type in the Google search box a brand name and “+ complaints.” Then hit return. How many customers are talking about the company? What are they saying—is it positive or negative?

And where are they saying it? Now narrow the search to news, video, and blogs. Repeat the same search on Twitter. Read reviews of the company on retail or review sites. Remember that the Internet is one of the fi rst places people turn when seeking information about a brand, product, or service. With this in mind, what is the overall image of the brand when you take into account offi cial brand communication and social media content?