If your product/service has negative reputation, what would be your strategy as a sales and marketing manager to overcome it?

Investigate the reasons  of  the negative reputation 

Take strong measures to resolve it and ensure the problems are resolved100 % 

Ensure that it odes not happen again 

Start rebranding 

Plan for rebranding and bare the encurred costs.

First I have to find out if it's possible to improve or enhance its reputation if it's impossible I will remove it from my product line.

But if it's possible to improve it first, I have to find out the reasons behind this bad reputation by conducting marketing researches.

After that I will set a new strategy and a new marketing plan to over come this problem, if the researches showed that the reasons behind the bad reputation is related to certain feature or element  In the product I have to develop the product and remove these element and replace it with othe other elements that suits consumers needs&wants(based on researches ofcourse) if the reputation came from bad word of mouth I will work more on marketing,advertising and Pr.