What to Expect from Brand Protection Strategies
Before you start using any brand protection strategy, it would be great to know what types of strategies exist on the market.
(1) When you are using the strategy, the time of usage and how this time applies to the problem that you are taking care of.
For example, if the strategy is applied before the problem takes place – then we are talking about preemptive (or preventive) strategies. They are great and usually cheaper, because taking care of the problem before it happens usually needs less resources, and costs less money. And if the strategies are created and applied after the problem takes place – then we are talking about “post-factum” strategies. Usually they need more resources, because you need to break the negative trend and change it for the positive trend. Logically it costs more money.
In case we are talking about the strategies that are being implemented and created “right here, right now, after the problem has come” – then we are talking about “post-factum” strategies. In the contrast to the preventive strategies, these will require more resources and money which might look that the post-factum strategies are not the best choice. But don’t forget that it is not easy to predict the types of the problems that your brand might face, that is why in brand protection you will always need these strategies as well.
For example, is the strategy implemented offline or online? Is it about videos and video networks, or are we dealing with caricature wars? Is the fight going on in the courts, or on the blogs, or both? Lots of different types, lots of different mediums where brand protection can be used.
(3) Another way to split the brand defending strategies is based on the amount of time which is used to apply them.
(3) Finally, the time during which the strategy is working.
This is not the ultimate list of classifications, but it will definitely clear out certain approaches to the strategies and how to choose the one that will fit your needs.
Want to see alternative PR strategies in real action? Then check out this BP gulf leak case – one of the most debated brand protection fights at the moment. For the info about brand protection, “the time machine effect” in PR and British Petroleum public relations – in this blog post.
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