Negative brandjacking
Negative brandjacking is the appropriation of a brand's signs or references to associate it with messages that damage its perception or create confusion about who is communicating
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
When analysing a case of brandjacking, criticism, parody, commercial use and impersonation should be distinguished: they are not the same behaviour and do not warrant an identical response. The organisation should identify what is being distributed, whether it is deceptive and who is affected. Attributing every criticism to poor brand management obscures other causes and makes a proportionate response harder.
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