Brandjack [electronic resource] : How your reputation is at risk from brand pirates and what to do about it /
Langley, Q.author.
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.
Description based upon print version of record.
Cover; Contents; Foreword; Acknowledgments; Introduction; 1 Brand and reputation; 2 Issues and crisis management; 3 Rise of the machines; 4 The brandjacks; 5 Engagement and transparency: turning your company inside out; Index
Includes bibliographical references and index.
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.
Marketing.
Public relations.
Leadership.
Market research.
Marketing.
Corporate Communication/Public Relations.
Business Strategy/Leadership.
Market Research/Competitive Intelligence.