Chelsea chief executive Peter Kenyon believes the club's public image could be improved and he is keen for Jose Mourinho's side to be more liked.
Kenyon believes Chelsea have been criticised unfairly
Manchester United defender John O'Shea has accused Chelsea of being "the most hated team in England".
Kenyon said: "There's an element that we are where we are because we're top, there are some parallels from United.
"From a commercial viewpoint, I'm not concerned. We're all human and we all like to be liked," Kenyon added.
Chelsea's reputation has suffered in recent weeks after they were charged by the Football Association twice for failing to control their players.
Kenyon added: "We've got to deal with those issues as and when they come. All we want is an even playing field.
"We get some undue criticism. I don't think we play bad football. I think we get good results. It's a competitive environment we live in.
"We are now benchmarked against the best in the world for everything we do and that brings with it another level of the bar. It's our job to keeping moving up."