Have you ever heard the term; "what people think is reality"?  This is brand.  When you think of running shoes you might have a brand in mind.  This is probably due to the marketing efforts more than the quality of the shoe itself.  

You could have the best whidgette ever.  If the brand is not protected your whidgette can become dusty on a shelf full of unbought whidgettes.  Yes, the H is silent.  It's French.  

Your brand is sacred like your reputation.  How its affected by the customer is up to your choice.  If you have a system in place to handle a negative comment in a successful way, good job!  If not, call today, we'll discuss this.