This represents 4-9.6 per cent of their cumulative value. The study gains significance in the backdrop of yet another massive hack, this time of Microsoft’s email software, which is estimated to have affected at least 60,000 known victims globally, according to Bloomberg. The study found that there is a long-term impact of data breaches on brands across sectors. This is because companies are increasingly embracing digital platforms to improve customer experience, one of the reasons why customers are willing to pay a premium, it pointed out. This has two implications: For consumers, it implies a quid pro quo –sharing personal information with brands for a personalised experience. For brands, it means the real and virtual have to coexist in creating this unique experience.