Code: 02262017

Brandjack

Name: Brandjack
Brand: Palgrave Macmillan
SKU: 02262017
Price: 11.79 EUR
Availability: BackOrder
Author: Langley Quentin
ISBN: 9781137375353

by Langley Quentin

Language: English
Binding: Hardback
Number of pages: 307
Publisher: Palgrave Macmillan, 2014
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Book synopsis

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 over 90 engaging case studies, from BP to Beyonce, 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.