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Brandjacking and what steps should
companies take to safeguard against it.




                         Presented by –

                         Ronil Sinha
                         Sairam Ramkumar
                         Saurav Chaudhury
                         Shreya Sharma
                         Valene Varela
AND HOW TO STAY
SAFE FROM IT!
WHAT IS BRANDJACKING?

 Brandjacking is an activity whereby someone
  acquires or otherwise assumes
  the online identity of another entity for the
  purposes of acquiring that person's or
  business's brand equity
 The term combines the notions of 'branding'
  and 'hijacking', and has been used since at
  least 2007 when it appeared in a Business
  Week article
 The tactic is often associated with use of
TYPES OF BRANDJACKING

1) Identity
impersonation
   Facebook    and
    Twitter are breeding
    grounds for fake
    profiles
    impersonating
    celebrities and even
    regular people
   Done to gain
    personal information
    of users
TYPES OF BRANDJACKING

2) Cyber-squatting
   When     someone buys a URL (website
    address) in anticipation that you'll want to buy
    it off them at some point in the future
   Buying up URLs in the names of new limited
    companies or extensions that existing
    successful organisations did not have the
    presence of forethought to secure (such as
    .org, .com, .co.uk, .net) can be very profitable
   Definitely considered to be immoral
    profiteering
TYPES OF BRANDJACKING

3) Phishing
   Technical cat-burglars
    raid your database
    and glean personal or
    financial data that they
    can then use against
    you or your customers
   Biggest motive ->
    credit card information
   Secondary motive ->
    To steal passwords
    and access accounts
   Private information is
MOTIVE BEHIND BRANDJACKING

   A brandjacker may attempt to use the
    reputation of its target for:
     Free publicity
     to malign the reputation of its target

     “innovative marketing”

   The effects on the original brand-holder
     Financial  loss
     Credibility loss
SOME HIGH PROFILE HIJACKINGS –
BURGER KING

 Burger King’s official
  Twitter handle
  @BurgerKing was
  hijacked and
  adorned with
  McDonald’s
• Apparently their password was “whopperr123”
  branding on
• A faction of Anonymous claimed responsibility
  February 18
• After more than an hour, the handle was
  suspended
SOME HIGH PROFILE HIJACKINGS –
BP
   During the BP Deepwater Horizon oil spill in 2010
    the Twitter handle @BPGlobalPR gained a huge
    following – almost 10 times the number of followers
    of the official @BP_America account – and
    frequently parodied their response (and lack
    thereof) to the disaster.
8 STEPS TO PREVENT BRAND-
JACKING
   Sign-up for leading social media sites, which
    includes all well-known sites along with the
    ones which apply especially to the Line-of-
    Business e.g. Media, Entertainment , Travel.

   List out all brand names that need to be
    protected – company name, product-names,
    characters, spokespersons, other IP and sign-
    up for user names using each of these brand
    names. Wherever possible, create user
    communities on a site.
8 STEPS TO PREVENT BRAND-
JACKING
   Define the company department which is
    responsible for brand presence on Social Media
    and entrust them with active site-monitoring and
    creation and promotion of user communities
    around the brands.

   Engage customers, fans and users actively and
    positively on social media by having logos for
    approved fan sites, customer service sites and
    regular status updates. The goal is to create a
    sense of close-knit community to gain positive
8 STEPS TO PREVENT BRAND-
JACKING
   Always plan for the future. All products, brand
    names, characters or other public names that
    affect the IP of the organization should be
    registered everywhere before they become
    public.

   Supervise employees who are using the brand
    names or other IP in social media to keep a
    positive image, avoid misleading acts, and
    ensure that the marketing and legal
    departments are always kept in the loop.
8 STEPS TO PREVENT BRAND-
JACKING
   In case of an IP infringement, the fight to
    recover brand rights should be a low-key effort
    and the offender should be treated tactfully &
    facts should be validated extensively to prevent
    negative publicity and a potential PR disaster.

   Finally, the single most critical tip to prevent
    brand-jacking is “ETERNAL VIGILANCE” of the
    Intellectual Property on the Internet.
COMPANIES WHICH DID IT RIGHT -
COKE
             Coke has the highest brand equity among all
              the companies world wide. Every year it
              spends billions of dollars in order to maintain
              its brand value
             According to the page data Coca Cola fan
              page is the second most popular page on
              Facebook with over 3.3 Million fans, only
              second to Barack Obama
             However, this page wasn’t created by Coke,
              but by two Coke fans in Los Angeles, Dusty
              Sorg and Michael Jedrzejewski.
             Instead of acting against brand jacking – the
              officials at coke contacted them to partner
              with coke to manage their page
             Facebook made the decision to either close
              the page or let Coca-Cola take it over. Coca-
              Cola instead proposed an alternative: Let the
              creators keep the page but share it with a few
              of Coca-Cola’s senior interactive folks…
PINSTAGRAM
   Some times brandjacking helps both the
    parties. One of the latest example for this is
    the new application that is created –
    Pinstagram
   Pinstagram is a hybrid application that is half
    social pinning site Pinterest, and half photo-
    sharing app Instagram
   The simple combination of the two apps has
    created an entirely new offering, while
    hijacking both brands.
   instagram gets downloads as people
    respond to its unique product, while
    Instagram and Pinterest receive more traffic
    as a result.
   “Pinstagram has jacked Pinterest and
    Instagram in a way that’s complicit with the
    other two. It’s a homage to the other brands,
    and it’s useful to both brands as it drives
HOW TO SURVIVE A BRAND HIJACK?
   Notifying our customers immediately
   Reporting the phishing site to the company hosting
    it
   Putting out a press release
   Well defined plan to help affected customers
   Proper communication within the organization
   Filing a report to the Internet Authority of the
    respective country
SHELL’S STORY
   Generally oil companies get targeted by environment
    activist groups such as Greenpeace
   Shell was also not spared
   Problem for Shell was such activist groups took over
    Shell’s social media space
   The fake pages started getting more attention than
    Shell’s original pages
   How did Shell react to this accusations against some
    oil spills?
   Analyzed the situation, by not allowing itself to be the
    center of trolls

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Brandjacking

  • 1. Brandjacking and what steps should companies take to safeguard against it. Presented by – Ronil Sinha Sairam Ramkumar Saurav Chaudhury Shreya Sharma Valene Varela
  • 2. AND HOW TO STAY SAFE FROM IT!
  • 3. WHAT IS BRANDJACKING?  Brandjacking is an activity whereby someone acquires or otherwise assumes the online identity of another entity for the purposes of acquiring that person's or business's brand equity  The term combines the notions of 'branding' and 'hijacking', and has been used since at least 2007 when it appeared in a Business Week article  The tactic is often associated with use of
  • 4. TYPES OF BRANDJACKING 1) Identity impersonation  Facebook and Twitter are breeding grounds for fake profiles impersonating celebrities and even regular people  Done to gain personal information of users
  • 5. TYPES OF BRANDJACKING 2) Cyber-squatting  When someone buys a URL (website address) in anticipation that you'll want to buy it off them at some point in the future  Buying up URLs in the names of new limited companies or extensions that existing successful organisations did not have the presence of forethought to secure (such as .org, .com, .co.uk, .net) can be very profitable  Definitely considered to be immoral profiteering
  • 6. TYPES OF BRANDJACKING 3) Phishing  Technical cat-burglars raid your database and glean personal or financial data that they can then use against you or your customers  Biggest motive -> credit card information  Secondary motive -> To steal passwords and access accounts  Private information is
  • 7. MOTIVE BEHIND BRANDJACKING  A brandjacker may attempt to use the reputation of its target for:  Free publicity  to malign the reputation of its target  “innovative marketing”  The effects on the original brand-holder  Financial loss  Credibility loss
  • 8. SOME HIGH PROFILE HIJACKINGS – BURGER KING  Burger King’s official Twitter handle @BurgerKing was hijacked and adorned with McDonald’s • Apparently their password was “whopperr123” branding on • A faction of Anonymous claimed responsibility February 18 • After more than an hour, the handle was suspended
  • 9. SOME HIGH PROFILE HIJACKINGS – BP  During the BP Deepwater Horizon oil spill in 2010 the Twitter handle @BPGlobalPR gained a huge following – almost 10 times the number of followers of the official @BP_America account – and frequently parodied their response (and lack thereof) to the disaster.
  • 10. 8 STEPS TO PREVENT BRAND- JACKING  Sign-up for leading social media sites, which includes all well-known sites along with the ones which apply especially to the Line-of- Business e.g. Media, Entertainment , Travel.  List out all brand names that need to be protected – company name, product-names, characters, spokespersons, other IP and sign- up for user names using each of these brand names. Wherever possible, create user communities on a site.
  • 11. 8 STEPS TO PREVENT BRAND- JACKING  Define the company department which is responsible for brand presence on Social Media and entrust them with active site-monitoring and creation and promotion of user communities around the brands.  Engage customers, fans and users actively and positively on social media by having logos for approved fan sites, customer service sites and regular status updates. The goal is to create a sense of close-knit community to gain positive
  • 12. 8 STEPS TO PREVENT BRAND- JACKING  Always plan for the future. All products, brand names, characters or other public names that affect the IP of the organization should be registered everywhere before they become public.  Supervise employees who are using the brand names or other IP in social media to keep a positive image, avoid misleading acts, and ensure that the marketing and legal departments are always kept in the loop.
  • 13. 8 STEPS TO PREVENT BRAND- JACKING  In case of an IP infringement, the fight to recover brand rights should be a low-key effort and the offender should be treated tactfully & facts should be validated extensively to prevent negative publicity and a potential PR disaster.  Finally, the single most critical tip to prevent brand-jacking is “ETERNAL VIGILANCE” of the Intellectual Property on the Internet.
  • 14. COMPANIES WHICH DID IT RIGHT - COKE  Coke has the highest brand equity among all the companies world wide. Every year it spends billions of dollars in order to maintain its brand value  According to the page data Coca Cola fan page is the second most popular page on Facebook with over 3.3 Million fans, only second to Barack Obama  However, this page wasn’t created by Coke, but by two Coke fans in Los Angeles, Dusty Sorg and Michael Jedrzejewski.  Instead of acting against brand jacking – the officials at coke contacted them to partner with coke to manage their page  Facebook made the decision to either close the page or let Coca-Cola take it over. Coca- Cola instead proposed an alternative: Let the creators keep the page but share it with a few of Coca-Cola’s senior interactive folks…
  • 15. PINSTAGRAM  Some times brandjacking helps both the parties. One of the latest example for this is the new application that is created – Pinstagram  Pinstagram is a hybrid application that is half social pinning site Pinterest, and half photo- sharing app Instagram  The simple combination of the two apps has created an entirely new offering, while hijacking both brands.  instagram gets downloads as people respond to its unique product, while Instagram and Pinterest receive more traffic as a result.  “Pinstagram has jacked Pinterest and Instagram in a way that’s complicit with the other two. It’s a homage to the other brands, and it’s useful to both brands as it drives
  • 16. HOW TO SURVIVE A BRAND HIJACK?  Notifying our customers immediately  Reporting the phishing site to the company hosting it  Putting out a press release  Well defined plan to help affected customers  Proper communication within the organization  Filing a report to the Internet Authority of the respective country
  • 17. SHELL’S STORY  Generally oil companies get targeted by environment activist groups such as Greenpeace  Shell was also not spared  Problem for Shell was such activist groups took over Shell’s social media space  The fake pages started getting more attention than Shell’s original pages  How did Shell react to this accusations against some oil spills?  Analyzed the situation, by not allowing itself to be the center of trolls