Fake news, Hacktivism, Internet trolls and Culture jamming are rampant pop culture phenomena in the age of consumerism. Clever strategies such as emotional and cultural branding can only help your brand go as far as one little slip from grace. In the blink of an eye, your brand’s image can be tarnished by its monstrous doppelganger. Tweets by angry fans along with memes about your brand can become your worst nightmare. Troll Proof Branding in the Age of Doppelgangers captures the evolution of the brand alter ego, also known as brand doppelganger image created by consumers, anti-brand activists, competitors, opinion leaders, media and the public. It aids you in developing strategies to counter the impact of your brand doppelgangers. Arm yourself with strategies that promote brand positivity to fight trollers and hacktivists.

Dr. Gaurav Sood, Founder and Chief Evangelist, HYPE Brand Consultancy, is a Professor of Marketing, researcher, educator, speaker, columnist and author with over three decades of practice creating strong brands. He is an alumnus of Amity University (PhD); Emerson College, Boston; Institute of Management Technology, Ghaziabad; and Panjab University, Chandigarh. He is also the author of Fake News: Spot It, Stop It(2023) and Troll Proof Branding in the Age of Doppelganger(2022).Learn more at www.gauravsood.in.

• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint:
• Publication Date: September 5, 2023
• Pages: 270
• ISBN13: 9788126935994
• Item Weight: 350 grams
• Original Price: 550.0 INR
• Edition: N/A
• Binding: Paperback