What is brandjacking?

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Phenomenon that arises when a group of consumers identify with a brand to such an extent that they consider it to be their own and take possession of it, thereby adding new possibilities not contemplated in their original strategy.

May arise fortuitously or be caused by the company itself, when it accepts that the positioning suggested for their offer may not be the most appropriate or that their brand identity appeals to an unexpected market segment. In which case, it adapts to circumstances by rebuilding the brand from the ground up, strengthening customer participation and granting them effective control over the product.

Depending on the intention following this practice and its effects on the brand, two types of brandjacking can be identified: one positive and the other negative.

Other denominations:
Brand jacking

 
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