- Author : Gaurav Sood
- Publisher : SAGE Publications Pvt. Ltd
- Language : English
- Paperback : 276 pages
ISBN-13 : 978-9354793530
ABOUT THE BOOK
Fake news, Hacktivism, Internet trolls and Culture jamming are rampant pop culture phenomena in the age of consumerism.
Clever strategies such as emotional and cultural branding can only help your brand go as far as one little slip from grace. In the blink of an eye, your brand’s image can be tarnished by its monstrous doppelganger. Tweets by angry fans along with memes about your brand can become your worst nightmare.
Troll Proof Branding in the Age of Doppelgangers captures the evolution of the brand alter-ego, also known as brand doppelganger, created by consumers, anti-brand activists, competitors, opinion leaders, media and the public. The book discusses the world of monstrous doppelgangers and various reasons and situations that create negative imagery of personal and public brands. Most of the time, these doppelgangers are the result of the company’s own faulty products and complacent attitudes towards consumer feedback, for instance, Pepsi and McDonald’s anti-health and obesity-promoting menu. But there are also brands like Starbucks that have their customer base built on quality and emotional loyalty to the brand. And still, Starbucks’ reputation eventually got overshadowed by its evil twin―the one who crushes the local competition by making mom and pop stores run out of business. This means that even an emotional branding popularly used by brands can backfire! In contrast, Nike, when attacked by its doppelganger, bounced back by installing a code of conduct in its factories― SHAPE: Safety, Health, Attitude, People and Environment. Then, there are cases of personal brands such as Ravish Kumar, a seasoned Indian journalist, and Alia Bhatt, the Bollywood actress, being trolled online by anti-fans
ABOUT THE AUTHOR
Professor (Dr) Gaurav Sood is a brand evangelist, researcher, educator, speaker, columnist and author, with more than two-decade practice creating strong brands. He has been an integral part of developing and managing marketing and integrated marketing communication campaigns for global brands in India, Germany and the United States. He has carved out a niche as a brand strategist and pioneer in the domain of brand research. He has seen the evolving face of global media and advertising and contributed immensely towards rejuvenating and lending a fresh perspective towards brand communication to major corporate players in the realms of engineering, IT, telecommunications, FMCG, services, consumer durables and media marketing―in both in India and the United States.
He is Professor of Marketing at Amity School of Business, Amity University, India. His research work has focused on the nouveau field of ‘doppelganger brand imagery’, and his research papers and articles have been published in leading academic journals and business and marketing magazines. His work has also achieved remarkable acceptance by academicians and practitioners across multiple fields. He has also authored three books: