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Brand Hijacking

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Baiba Apkalna

on 6 February 2013

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Transcript of Brand Hijacking

Marketing without Marketing What is Brand Hijacking? Types Positive or Latvian positive example
Subvertising Negative Social Positive Negative Social Brand? Hijacking? Identity jacking Fake accounts in or for popular people (politicians, journalists etc.) person's name brand appropriate
brand add meaning Fan activities Development of idea for positive campaign Masquerading social accounts consumer
takeover Co-creation together with consumers Works against core values of brand Let go of the fallacy
that your brand
belongs to you.
It belongs to the market. A.Wipperfurth Damages reputation Marketing without Marketing Fan activities largest brand on Facebook 2 fans created in 2008 Coca-cola joined to co-manage Against core values VS. mean of protest 2008 - 09 - 05 on Daugavpils motoroad What to do? 1. Head in the sand 2. Happy go lucky - 3. Herder - 4. Heavy handed- focused conversation "Big Brother" any publicity is good publicity Burberry Harley-Davidson "Conceptual works of art. The idea alone make up half the required amount" Group 3
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