Article Detail



Article

Seven Key Tips for Protecting Your Brand in the Internet Age

Date

February 3, 2014

AUTHOR(s)

Miranda Lam
Elder C. Marques


Retailers and manufacturers know that their brand is not only the identity they expressly communicate to their customers, but also what those customers think and say about them. The rise of social media means that what a single individual thinks or says about a retailer can impact its brand in profound ways that were unthinkable before the Internet. A single message or, sometimes worse, a single photo, can spread across the Internet and expose a retail reputation to real damage in a matter of hours that may take months to fix, if it can be fixed at all. → Read more.

This article was reproduced with permission of the publisher from Licensing Journal, Volume 43, No 2, February 2014.

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