Brandjack : How Your Reputation Is at Risk From Brand Pirates and What to Do About It

Containing 90+ case studies including BP, Beyoncé, Pizza Hut and Chrysler, this is the first book to analyze brandjacking - when organizations lose control of their brand's image online. Combining crisis communication and social media, this book charts the trend's growth, offering advice to those who find themselves at the mercy of brand pirates. "A strong internet presence is a huge boost to brand awareness, but interactivity and instant communication can make brands vulnerable to misuse or attack. Brands can be wilfully or accidentally misrepresented, and they can be irrevocably associated with negatives ideas: they can be 'brandjacked'. Containing 140 engaging case studies, from BP to Beyoncé, this is the first book to analyze brandjacking. Combining crisis communication and social media management, Brandjack! charts the growth of the trend, offering advice to those who find themselves at the mercy of brand pirates."--Publisher's information Front Matter....Pages i-viii Introduction....Pages 1-2 Brand and reputation....Pages 3-6 Issues and crisis management....Pages 7-17 Rise of the machines....Pages 18-26 The brandjacks....Pages 27-297 Engagement and transparency: turning your company inside out....Pages 298-302 Back Matter....Pages 303-307