Liverpool chief Ian Ayre has said that Luis Suarez's negative actions have damaged the club's reputation and brand, according to the Daily Star.
The Uruguayan striker returned to action last night during Liverpool's 1-0 Capital One Cup defeat at the hands of Manchester United, having served a 10 match ban for biting Chelsea's Branislav Ivanovic. He was also suspended for eight matches for having racially abused Patrice Evra.
Ayre, Liverpool's managing director, has admitted that the forward's wrongdoings have tarnished the club as a brand and damaged their reputation.
"Any types of incident of that nature are damaging to the brand," Ayre said, when asked about his views on Suarez's problems.
"But he has responded well to work on his character."
The 26-year-old striker was the subject of indifferent opinions from Liverpool fans over the course of the summer, after he declared that he wanted to leave the club to join rivals Arsenal.
However eventually he was convinced to stay for this season at least, and his return to action will have pleased many supporters in the wake of the injury to Philipe Coutinho.