Fake News بقلم Gaurav Sood ... The news is a public good and needs to be handled with care and integrity. Even though lies and misinformation campaigns have been around for years— maybe since the dawn of journalism— the rate at which fake news is being spread these days is both alarming and preposterous. Almost every institution— public or private— uses fake news to further its own agenda. Governments and corporate houses spread fake news either through their own agencies or by influencing the popular media. In the business sector, fake news manifests itself in the form of exaggerated company returns and false data. This book analyses the impact of fake news both on products and personalities. Foregrounded in rigorous research, it examines how fake news is used by companies, political parties, and leaders to create, amplify, and even tarnish a brand’ s image and equity. It emphasizes how the customers' perception of a brand impacts and influences its reputation, and acts as a decisive force in them gaining or losing competitive advantages. Elucidating how brands can interact both directly and indirectly with fake news, it brings to the readers' notice how sometimes brands are the victims of fake news and other times, the purveyors.
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Gaurav Sood
Gaurav Sood is a brand evangelist, researcher, educator, speaker, columnist and author with more than two decades of practice in creating strong brands. He has been an integral part of developing, and managing marketing and integrated marketing communication campaigns for global brands in India, Germany and the US. He has also carved out a niche for himself as a brand strategist and pioneer in the domain of brand research.