# Positive brandjacking: what it is and how it works
> Positive brandjacking describes the spontaneous appropriation of brand elements by people who reinterpret or share them favourably.
URL: https://www.zorraquino.com/en/dictionary/branding/positive-brandjacking.html

# Positive brandjacking

Positive brandjacking describes the spontaneous appropriation of brand elements by people who reinterpret or share them favourably. It may appear in content created by fans or communities

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

A [brandjacking](https://www.zorraquino.com/en/dictionary/branding/brandjacking.html) initiative that benefits a brand is not necessarily controlled by it, nor does the brand automatically have every permission needed to reuse it. The organisation can acknowledge the contribution, nurture the relationship and agree on its use where appropriate. Audience reception depends on context and is not automatically better than the response to the brand's own communication.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brandjacking](https://www.zorraquino.com/en/dictionary/branding/brandjacking.html)
- [Brand community](https://www.zorraquino.com/en/dictionary/branding/brand-community.html)
- [User-generated content](https://www.zorraquino.com/en/dictionary/digital-marketing/user-generated-content.html)