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Marketing & Branding

 

Phising and spam : Is it damaging o the brand?

Created by : Vaibhav Gaikwad, Media Planning, Mudra Communications  | 12 27 2008 15:07:42 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Activity:  162 views;  last activity : 07 06 2010 20:18:09 +0000

Every adaptable, snake oil salesman arrives now  via email. But  when your inbox fills with bogus offer for service from Viagra, Citibank and ebay, what does it tell the consumer about the actual brand ?

How can we rank about brand management when so many huge brands cannot seem to manager the misuse of their image?

Should brand owners invest in stopping this fraud at all cost to avoid damage t their image ? Or is it a case of all communication is good communication?

 
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I agree that Spam can damage a lot of brands -- purely through the ever-developing negative associations.

I also feel that too many claims are being made for the sales and promotional efficacy of the Internet (by vested interests mainly) whilst many people's experience remains highly negative. Phishing HAS affected how we view the security of the system. Maybe we should remember that originally the Internet idea was as an Information Superhighway. This is still where it scores over anything else.

However I fear this estimable ideal has been hi-jacked -- but probably that was inevitable
By Neelima Pandey, PR & Media Relations Manager, Group M  12 29 2008 07:49:19 +0000
 
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The Internet world is full of slimy tactics to attract consumers. It seems virtually impossible to regulate spam. The few companies who have proven successful in doing so are those that specialize in such.

With the Internet being so wide-open, investing in regulating all the hokey emails would turn in to a wild goose chase, with little results. I think if a company invests enough efforts in to building and maintaining their image, then consumers will be able to recognize that the phishing and spam is coming through a 3rd party channel and not let it tarnish their perception of the brand at all.

So in essence, brand management on the home-front is even more essential in preserving the brand’s image with the emergence of phishing and spamming
By Vaibhav Gaikwad, Media Planning, Mudra Communications  12 27 2008 15:07:42 +0000
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The most vulnerable brands are those that rely on internet activities for legitimate business - experience with eBAy and spam leaves me very dubious about ever using the legitmate service, for fear of having personal/financial details swiped: thus the damage to the brand is significant. I know eBay is not responsible for the spam, but I now don't trust any communications purporting to be from eBAy legitimate or otherwise, and therefore don't trust the brand - and THAT is a serious problem for any brand. Where internet activities are ancillary rather than fundamental to the business model, brand damage is likely to be lower. The question is what can those whose business is fundamentally predicated on internet services do about it? The answer cannot be "nothing" - the movie houses have (largely succesfully) fought against piracy for years - this is not dissimilar
By Parth Singh, PR & Media Relations Manager, J Walter Thompson  | 12 29 2008 07:44:07 +0000
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