Why do you think it is difficult for companies to give up the control over their
brands?
I think that companies find it difficult to give up control over their brands because they are worried about the consequences if things get out of hand. Certain social media users can get quite invested and aggressive when it comes to targeting, exposing, or making fun of brands. If companies do not monitor this or maintain some control on this, it could lead to irreparable damage to brand reputation and image. I think it also depends on how controversial the brand is to begin with, as the more controversial they are, the riskier it is to give up control. If the brand is already seen as good, positive, or environmentally friendly, then the chances that significant damage is done to their reputation and image is quite low.