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Zidane, brand and reputation at risk of damage

4/5/2022

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Zinedine Zidane one of the world's best ever footballers and managers was unhappy with a political publicity stunt at his football club. 

Zidane's judo black belt brother ejected far right politician Zemmour from a staged game with his camera crew and entourage. Zemmour is standing in the 2022 French presidential on an anti immigrant platform. It feels like Zemmour got what he wanted in this case - the publicity. 

The issue at hand however is brand association and it was clear that Zemmour was seeking to use the Zidane brand for his own gain. Zidane, who's parents were Algerian immigrants, did not like the inferred connection and acted swiftly.

Management of brand reputation should not be left to chance. Reputation is a valuable intangible asset closely connected to goodwill and brand value. 

Having a plan in place to cover such events is important. 

How many brands do have a comprehensive plan including intellectual property expertise?

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    Author: John Pryor Exalt IP



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