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Thompson et al. (2006): Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

Q: On what should brand strategists focus from an emotional branding standpoint?

They should focus on telling stories that inspire and captivate customers . These stories must demonstrate a genuine understanding of consumers’ lifestyles, dreams, and goals and compellingly represent how the brand can enrich their lives .

Q: What is the main risk of an emotional branding strategy?

The doppelgänger brand image : This functions as a diagnostic tool that can reveal latent brand image problems that could eventually blossom into a full-fledged brand image crisis.

Q: How is doppelgänger brand image defined?

A family of disparaging (kleinerende) images and meanings about a brand that circulate throughout popular culture , by a loosely organised network of consumers, anti-brand activists, bloggers, and opinion leaders in the news and entertainment media. Over time, brandfocused parodies and criticisms can inherent a brand’s success.

Q: What is the strategic objective of emotional branding?

To forge strong and meaningful affective bonds with consumers and, in so doing, become part of their life stories, memories, and an important link in their social networks.

Q: How is emotional branding defined?

A consumer-centric, relational, and story-driven approach to forging deep and enduring affective bonds between consumers and brands

21 important questions on Thompson et al. (2006): Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

Among marketing practitioners this view of customer-brand relationships is a central pillar of ......and ......?

Market differentiation
Sustainable competitive advantage

On what should brand strategists focus from an emotional branding standpoint?

They should focus on telling stories that inspire and captivate customers. These stories must demonstrate a genuine understanding of consumers’ lifestyles, dreams, and goals and compellingly represent how the brand can enrich their lives.

What is the main risk of an emotional branding strategy?

The doppelgänger brand image: This functions as a diagnostic tool that can reveal latent brand image problems that could eventually blossom into a full-fledged brand image crisis.

Is emotional branding aligned with the view that brand meanings are controlled by managers or that they are co-created through ongoing interactions among their users?

Co-created through ongoing interactions among their users

How is doppelgänger brand image defined?

A family of disparaging (kleinerende) images and meanings about a brand that circulate throughout popular culture, by a loosely organised network of consumers, anti-brand activists, bloggers, and opinion leaders in the news and entertainment media. Over time, brandfocused parodies and criticisms can inherent a brand’s success.

What are the 3 risks of the fact that brand meanings are co-created through ongoing interactions among their users?

When a brand is viewed as abandoning its emotional-branding promises, formerly loyal customers can create a significant backlash (terugslag)
The media can also circulate brand meanings that are maligning, worrisome, or opprobrious (bv schandelijk)
Antibrand activists can set up boycotts, demonstrations, organised public relations and informational campaigns and culture jamming

= Using advertising to cast a critical light on marketing practices

What are the 3 risks of the fact that brand meanings are co-created through ongoing interactions among their users?

When a brand is viewed as abandoning its emotional-branding promises, formerly loyal customers can create a significant backlash (terugslag)
The media can also circulate brand meanings that are maligning, worrisome, or opprobrious (bv schandelijk)
Antibrand activists can set up boycotts, demonstrations, organised public relations and informational campaigns and culture jamming

= Using advertising to cast a critical light on marketing practices

On which aspects are the attacks on Starbuck's perceived authenticity focussed?

Anti-Starbucks activists use humour and satire to assail the brand for many perceived misdeeds, including crushing local competition, degrading the environment, exploiting third-world workers and homogenising local cultures

What is the strategic objective of emotional branding?

To forge strong and meaningful affective bonds with consumers and, in so doing, become part of their life stories, memories, and an important link in their social networks.

How is emotional branding defined?

A consumer-centric, relational, and story-driven approach to forging deep and enduring affective bonds between consumers and brands

What is meant by the cosmopolitan motive in case of coffee shops?

It is based on a distinctive cultural experience and is prominent among the sample of local coffee shop patrons, who characterised an authentic coffee shop as one that provides a spontaneous experience of local colour that can’t be attained elsewhere

What were the results from the interviews regarding Starbucks' doppelgänger image?

Starbucks is perceived as being unable to deliver on these emotional branding premises (cosmpolitan & communal motives)
Starbucks' marketing affectation is designed to maximise profitability rather than an authentic, spontaneous expression of local culture

Starbucks is described as a corporate interloper that wants to reap profits through a mass produced servicescape that lacks an authentic connection to local community

How can doppelgänger brand meanings help brand strategists?

They can help them to decide whether a brand’s image should be reconfigured and to identify what new cultural contradictions should be targeted in attempt to revise its brand positioning.

They need to analyse the socioeconomic and cultural conditions currently facing their core customers

What is meant by the artisan/owner motif in case of coffee shops?

It is based on an intimate commercial experience. Local coffee shop proprietors are venerated for begin sincerely and deeply committed to their clientele, employees, and the neighbourhood

When are consumers going to avoid brands?

When their emotional-branding promises are viewed as inauthentic

Which kind of brands are less susceptible (gevoel) to attacks on their authenticity and why?

Brands that lack iconic status (i.e., market challengers or followers), because such brands may fly under the radar of anti-brand activists

Which kind of brands are less susceptible (gevoel) to attacks on their authenticity and why?

Brands that lack iconic status (i.e., market challengers or followers), because such brands may fly under the radar of anti-brand activists

Which 3 management implications are mentioned in the paper by Thompson et al. (2006)?

Brand managers should closely monitor popular culture for signs that their brand is beginning to develop a doppelgänger brand image
Brand managers should identify and study people for whom these doppelgänger meanings resonate and motivate various kinds of brand avoidance
To manage the challenges posed by the emergence of doppelgänger brand image, brand managers should take an proactive approach.

Begin modifying emotional-branding strategy while it is still accomplishing its marketing objectives

What are the 2 main conclusions of the paper by Thompson et al. (2006)?

Emotional-branding strategies are conductive (bevordelijk) to the emergence of a doppelgänger brand image
A doppelgänger brand image can undermine the perceived authenticity of an emotional-branding story and thus, the identify value that the brand provides to consumers.

Which 3 management implications are mentioned in the paper by Thompson et al. (2006)?

Brand managers should closely monitor popular culture for signs that their brand is beginning to develop a doppelgänger brand image
Brand managers should identify and study people for whom these doppelgänger meanings resonate and motivate various kinds of brand avoidance
To manage the challenges posed by the emergence of doppelgänger brand image, brand managers should take an proactive approach.

Begin modifying emotional-branding strategy while it is still accomplishing its marketing objectives

What are the 2 main conclusions of the paper by Thompson et al. (2006)?

Emotional-branding strategies are conductive (bevordelijk) to the emergence of a doppelgänger brand image
A doppelgänger brand image can undermine the perceived authenticity of an emotional-branding story and thus, the identify value that the brand provides to consumers.

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International Brand Management

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Thompson et al. (2006): Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

21 important questions on Thompson et al. (2006): Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

Among marketing practitioners this view of customer-brand relationships is a central pillar of ......and ......?

On what should brand strategists focus from an emotional branding standpoint?

What is the main risk of an emotional branding strategy?

Is emotional branding aligned with the view that brand meanings are controlled by managers or that they are co-created through ongoing interactions among their users?

How is doppelgänger brand image defined?

What are the 3 risks of the fact that brand meanings are co-created through ongoing interactions among their users?

What are the 3 risks of the fact that brand meanings are co-created through ongoing interactions among their users?

On which aspects are the attacks on Starbuck's perceived authenticity focussed?

What is the strategic objective of emotional branding?

How is emotional branding defined?

What is meant by the cosmopolitan motive in case of coffee shops?

What were the results from the interviews regarding Starbucks' doppelgänger image?

How can doppelgänger brand meanings help brand strategists?

What is meant by the artisan/owner motif in case of coffee shops?

When are consumers going to avoid brands?

Which kind of brands are less susceptible (gevoel) to attacks on their authenticity and why?

Which kind of brands are less susceptible (gevoel) to attacks on their authenticity and why?

Which 3 management implications are mentioned in the paper by Thompson et al. (2006)?

What are the 2 main conclusions of the paper by Thompson et al. (2006)?

Which 3 management implications are mentioned in the paper by Thompson et al. (2006)?

What are the 2 main conclusions of the paper by Thompson et al. (2006)?

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