Text
Emotional Branding and the Strategic Value of the Doppelganger Brand Image
Emotional branding is widely heralded as a key to marketing success. However, little attention has been given to the risks posed by this strategy. This article argues that emotional-branding strategies are conducive to the emergence of a doppelganger brand image, which is defined as a family of disparaging images and meanings about a brand that circulate throughout popular culture. This article's thesis is that a doppelganger brand image can undermine the perceived authenticity of an emotional-branding story, and thus the identity value that the brand providers to consumers. The authors discuss how the tenets of emotional branding paradoxically encourage the formation and propagation of doppelganger brand image. This article develops the counterintuitive proposition that rather than merely being a threat to be managed, doppelganger brand image can actually benefit a brand by providing early warning signs that an emotional-branding story is beginning to lose its culture resonance. This article demonstrates these ideas through an analysis of the doppelganger brand image that is beginning to haunt a paragon of emotional branding-Starbucks. The authors conclude with a discussion of how marketing managers can proactively use the inside gained by analyzing a doppelganger brand image.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7001 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2006 |
|---|---|
| Edisi | Vol. 70, No. 1, Jan., 2006 |
| Subjek | Popular culture Risks Emotional branding Doppelganger brand image Analyzing |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 15 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |