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Brand association increasingly an issue

A number of brands are becoming increasingly proactive in the way they manage negative depictions of their products.

Abercrombie & Fitch recently offered to pay TV’s Jersey Shore star Michael Sorrentino not to wear their clothing as they believed his “association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans.”

Blackberry producer RIM, who have endured a difficult time recently due to their association with the UK riots, have once again come in for criticism as their email and web systems have crashed twice in recent weeks. They too are working on rebuilding their brand and have offered Blackberry users over £60 worth of free apps, but will this be enough to recover their reputation?

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