Brand hijacking Abercrombie & Fitch by a “brand readjustment”

A couple of years ago, one of my Michigan State University professors, Dr. Keith Adler, introduced me to the book Brand Hijack: Marketing Without Marketing. Ever since then, I’ve enjoyed finding examples brand hijacking in modern culture. For those unfamiliar with the term, Brand Hijacking refers to a group of consumers take over a particular brand, make it their own, and attach meaning to it.

There is a video circulating the Internet and talked about all over the news about a guy who is attempting to hijack the Abercrombie & Fitch brand.  If you haven’t seen it already, check it out!

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