Abercrombie & Fitch: Is all publicity good publicity or should you try to tailor it?

Abercrombie & Fitch, the US youth apparel company, took the unusual step of reversing the rules of product endorsement by offering to pay Michael Sorrentino – aka ‘The Situation’ from MTV’s lewd reality TV programme Jersey Shore – not to wear its clothes because it said the association was tarnishing the brand. Is all publicity good publicity? How can a company control its image?

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