Brand hijacking: A threat to brand identity and reputation

October 30, 2023

Glyn Atwal

In the realm of brand management, the recent sentencing of Enrique Tarrio, the former leader of the Proud Boys, has brought to light a phenomenon that bears little resemblance to the world of fashion, yet has significant implications for brand identity and reputation.

Images of Mr. Tarrio and his cohorts, prominently featuring the iconic Laurel Wreath logo of Fred Perry, have been disseminated across international media outlets, exemplifying a classic case of brand hijacking.

Persistent challenge of brand hijacking
Brand hijacking, a phenomenon wherein groups or individuals co-opt brand symbols to manipulate their desired identity, is not a novel phenomenon.

Historical instances, such as the association of the Burberry check with football hooliganism in the 1980s and 1990s, underscore the enduring challenge faced by brands in maintaining control over their image.

For Burberry, this association with the so-called “Chav culture” posed a significant brand perception issue, necessitating strategic marketing efforts over time to counteract the negative connotations.

More recent brand hijacking incidents involving Fred Perry, along with brands such as Lonsdale, New Balance and Helly Hansen have given rise to symbolic meanings for extreme right and hate groups.

This can be attributed to various factors, such as symbols or initials that inadvertently align with extremist ideologies.

For example, Helly Hansen's association with neo-Nazi groups can be linked to its initials mirroring “Heil Hitler.”

Mitigating brand hijacking impact
In an era dominated by social media, the temptation for hijacked brands to weather the storm and hope that negative associations will dissipate is no longer a viable strategy.

Negative stereotypes can repel consumers, particularly those from younger generations who are quick to distance themselves from brands incongruent with their values.

Furthermore, stakeholders, including employees, increasingly prioritize brands that stand for ethical and inclusive values.

For hijacked brands, regaining control of the narrative is paramount. A proactive stance is essential.

For example, in September 2020, Fred Perry issued a statement disavowing any affiliation with the Proud Boys and reaffirming its commitment to inclusion and diversity. Such actions not only demonstrate a brand’s values but also help in reclaiming its image.

Vigilance and early detection
Brand hijacking poses a particular threat to subcultural fashion brands, but it can affect any brand.

Establishing an early warning system to detect instances of brand adoption by adverse individuals or groups is crucial.

Executives must act swiftly to regain control over their brand identity before irreparable damage occurs. This is a multifaceted challenge that demands the proactive engagement of brands in safeguarding their identity and values.

BY TAKING A firm stance against associations with hate ideologies and embracing a narrative of inclusivity, brands can not only protect their reputation but also appeal to the values-driven sensibilities of contemporary consumers.

Glyn Atwal is an associate professor at the Burgundy School of Business (France). He is co-author of ‘Luxury Brands in China and India’ (Palgrave Macmillan). Reach him at [email protected].

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Brand hijacking: A threat to brand identity and reputation

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