Brandjack! is for people who are directly engaged in public relations, marketing, or campaigning, and for people who set strategy in an organisation and need to understand how reputations can be at risk. It is for students of business, communications and social media.
With more than 100 case studies, the book examines why some brandjacks succeed and others fail. It looks at how businesses, and other targets of brandjacking, have fought back, with varying degrees of success.
Brandjacking completely changes the relationship between a business (or any other organisation) and its stakeholders. Just as television changed the way companies communicated with the public, so social media have changed the way that consumers communicate with each other. The trend has accelerated in the last five years with major multinationals such as BP, Burger King, Unilever and United Airlines all being hit by external brandjacks.
- ISBN10 1137375361
- ISBN13 9781137375360
- Publish Date 4 June 2015 (first published 3 November 2014)
- Publish Status Active
- Imprint Palgrave MacMillan
- Format eBook
- Pages 316
- Language English