Customers are frequently connecting to other consumers resulting in both positive and negative comments. Despite widespread use of negative comments, it is common to see consumers defending their brands or products. However, less is known on what brand defense is and how to measure brand defense. Across three studies, we conceptualise and develop a scale to measure brand defense. Brand defense is conceptualised as the act of defending, forgiving, and advocating the brand. The results show that the scale is reliable, valid, and distinct from other brand measures, including brand love, brand trust, and brand loyalty. Results indicate that managers can work toward developing the kind of consumer-brand relationships that would promote brand defense; to combat negative publicity prevalent in the social media landscape in order to sustain brand reputation. Directions for future research and managerial implications of the new construct are discussed