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 ......?
- Market differentiation
- Sustainable competitive advantage
On what should brand strategists focus from an emotional branding standpoint?
What is the main risk of an emotional branding strategy?
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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?
- 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?
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?
- 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 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?
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)?
- 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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