Brand image and Internet : Understanding, avoiding and managing the “Streisand” effect[Image de marque et internet: comprendre, éviter et gérer l'effet « Streisand »]

Brand image and Internet: Understanding, avoiding and managing the "Streisand" effect In order to manage their brand, companies try to control all information about them. This fact can lead to try to change or to delete information available on Internet. In this case, a counterproductive effect called "Streisand" effect can occur. It describes the process leading to a greater diffusion of information that would be kept confidential on Internet in case of no manipulation. The presentation of this effect through three real cases, Ralph Lauren, General Mill and Nestlé, demonstrates how a simple desire to brand control on Internet can degenerate into a negative advertising campaign against the company. These cases contribute to note the limitations of communicational and legal responses. They also contribute to a better management of this effect. Finally, the impact of the "Streisand" effect on company performance and on its brand image is emphasized.