Crisis management is essential since any company may have to face an adverse situation, despite of their nature. The use of an inappropriate strategy in a time of crisis can result in negative consequences for the company, affecting stakeholders, which can impact on brand reputation. This paper analyzes through research and interviews with representatives of Brazilian companies, how a company can handle crises and preserve its reputation. The results of the qualitative analysis of research and interviews indicate that with proper management, the crisis can be seen as an opportunity for the company in which the strategies and positioning can be reviewed and so bring a positive transformation for the company, which demonstrate that reputation is not necessarily affected.