This study analyzed the application of the Corrective Action Report (CAR) system in handling consumer complaints to maintain Brand Image at PT Futami Food & Beverages. The CAR system is a method used to manage and handle the results of practical and effective complaints, with this the company can handle by providing the right solution and fixing problems that arise from customer complaints, as well as evaluations in the future. The research method used is qualitative which dedicates defense against the company’s brand image in dealing with complaints about the complaints. Data collection is carried out by analyzing related documents such as, Standart Operating Procedure (SOP) Flow/handling flow, and so forth. The results of the analysis show that the CAR that is applied through the steps taken can guarantee that the problem is handled systematically, efficiently and professionally so that the quality of the company’s products and operations is maintained very well. In conclusion, the application of CAR not only helps PT Futami Food & Beverages in resolving their customers’ complaints effectively, but can also give an excellent impression in maintaining the company’s brand image.