What is negative brandjacking?

Loss of control over one's own offer caused by poor management of the brand community and other communication channels open to the market, that may lead to brand identity problems.

A redefined positioning caused by customers and their promotional work could constitute an excessive departure from the original strategy, opening up an undesired market segment with a negative impact on the target audience.

Identity theft is an extreme example of negative brandjacking.

 
Download our trends reports
Consumer Trends Branding Trends See more reports

Other branding
related terms