A doppelgänger brand image or DBI is collection
of disparaging images and stories about a brand that are circulated in popular
culture by a loosely organized network of consumers, anti-brand activists,
bloggers, and opinion leaders.
The major motivation for creating a Doppelganger
Brand Image is based on the perception that a brand is being inauthentic by
claiming to be something that is not or disguising its true nature.
Some of the examples of DBI’s include
Pepsi-Colas fat guy and the popular website, PeopleofWalmart.com. There are
incidents where DBI affect familiar brands like Starbucks, Apple, and McDonald’s.
This DBI even ignores the technological innovations of the parent company. For
example, Botox Cosmetic’s, a self enhancement drug helps to remove unwanted
facial wrinkles on the face. But negative stories about the drug are well
circulated among consumers that it is deadly poison, leads to frozen faces and
addiction. Later, the company has come out with a campaign which neutralized
the negative brands meaning and gained wider acceptance among consumers.
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