Nespresso How to Protect Your Brand from Social Media Attacks Case Study by Stefan Michel Anne Irigoyen Karsten Rantitsch Philipp Lehner

This case study focuses on the increased vulnerability of a brand with the development of social media. The case examines how Nespresso was targeted in a social media attack and analyzes the crucial issue of brand sustainability. It explores the need for organizations to invest in brand building to ensure their inner and outer views of the brand are aligned.