Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

Abstract

Emotional Branding and the Strategic Value of the Doppelgänger Brand ImageEmotional 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 doppelgänger 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 doppelgänger brand image can undermine the perceived authenticity of an emotional-branding story and, thus, the identity value that the brand provides to consumers. The authors discuss how the tenets of emotional branding paradoxically encourage the formation and propagation of doppelgänger brand imagery. This article develops the counterintuitive proposition that rather than merely being a threat to be managed, a doppelgänger brand image can actually benefit a brand by providing early warning signs that an emotional-branding story is beginning to lose its cultural resonance. This article demonstrates these ideas through an analysis of the doppelgänger 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 insights gained by analyzing a doppelgänger brand image.

The Perils of Proclaiming an Authentic Organizational Identity

“…Recent empirical studies demonstrate that individuals typically rate more highly those producers perceived to be authentic , and they are also willing to pay more for authentic products (O'Connor, Carroll, and Kovács 2016). Various theories have been offered as to why consumers seek the authentic (e.g., Beverland and Farrelly 2009;Hahl, Zuckerman, and Kim 2016;Newman et al 2011;Thompson, Rindfleisch, and Arsel 2006), but regardless of motivation, the consensus among social scientists seems to be clear: in modern, advanced economies, many individuals seek and value authenticity.…”

Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

“…These stories must demonstrate a genuine understanding of consumers' lifestyles, dreams, and goals and compellingly represent how the brand can enrich their lives (cited in Thompson, Rindfleischm, and Arsel 2006). Moreover, Schweiger and Adami (1999) argue that ''culture, society, and social ideas have taken up marketing instruments that create the values of brand capital.''…”

“…Emotional branding is built upon a ''consumer-centric, relational, and story-driven approach forging deep and enduring affective bonds between consumers and brands'' (Thompson et al 2006). This ''brand story'' creates a sense of authenticity, believability, and ultimately trust, and in politics these are crucial values that extend beyond ideology.…”

“…It is also more flexible than ideology as it can be adapted, updated, and developed in line with citizen needs. However, in relational terms this authenticity can be eroded due to alternative negative stories circulated within the community by competitors or opponents creating an alternative brand story and a ''doppelgänger brand'' (Thompson et al 2006). The negative brand story can undermine the political brand by creating a series of negative brand attributes that create a different story; this story also has some notion of authenticity or believability that is gradually built upon through the media and other sources such as the opposition and in some cases internal members of the political party.…”

“…This is significant, as we see the growth of alternative personalized political communications tools. Building and protecting the authentic brand 30 D. Dean et al is paramount, but as Thompson et al (2006) argue, the doppelgänger brand can provide an indication of where the problems lie. By monitoring the political brand stories, political parties are able to identify where the problems may lie.…”