Image and reputation are considered as one of the most crucial assets for the success of every company. Moreover, it is important for every company to build a good image and reputation towards its public. However, there might be unpredictable circumstances that cannot be controlled by the company. Companies are expected to be ready and aware of the worst scenario so that they have the solution. Therefore, when an issue or even crisis strikes, the company is able to take the right action and with the right strategy. Specifically, this research focuses analysis one Indonesian local company ‘Moto Mobil’ restored their brand image through the use of relationship cultivation strategy. Furthermore, the problem formulation for this research is the usage of relationship cultivation strategy to help to restore the brand image of Moto Mobil. The research methodology used in this research is qualitative study with the purpose to analyze how relationship cultivation strategy is being used by Moto Mobil Cibinong to restore their brand image. Moreover, this research uses an in-depth interview followed by the application of Miles and Hubberman’s qualitative data analysis technique. In terms of data collection, the researcher acts as the primary instrument and the analysis is based on the interview results acted as the secondary research data. The result of this research shows that Moto Mobil uses four strategies out of the six strategies from relationship cultivation strategy. Although not all of the strategies are used, they help in image restoration. Thus, the four strategies that have been applied by Moto Mobil are applicable in helping them to restore their brand image.

Keywords: Brand Image, Reputation, Relationship Cultivation Strategy, Image Restoration, Moto Mobil