Literature review
Discuss About The Media Legitimization Of A New Political Term.
This report covers the issue that is faced by the companies due to anti-branding communities. Anti-branding refers to the opposition of the actual brand image. It is a form of activity in which consumers face the issue against capitalisation, globalization, marketing efforts and some branding strategies. This report covers the literature review on the issue faced due to anti-branding. The main reason of anti-branding community is lack of moral obligation of the company’s identity, support networks are affected due to poor services. The resources hubs are also affected if consumers get engaged in anti-branding activities. The real challenge in today’s world is checking upon the products and services that are delivered by the company. Anti-branding communities decrease the price of the product with decreasing the cost. They offer product with the brand name but they are actually not the real brand products, because of anti-branding communities loses the trust and satisfaction that is earned by the brand. The anti-branding activity includes anti-Starbucks and similar campaigns.
According to (D’Arco & Marino, 2018), the anti-branding activities are increasing day by day as it has facilitated many customers towards it. Anti-branding creates a false image of the actual brand as it degrades the quality and customer satisfaction of a person. Anti- branding basically degrades the brand image as the main ideas of the company can be copied and anti-branding is a weapon that is used to attract more customers. Anti-branding activities are promoted these days due to increasing use of internet as they use same ideas to sell duplicate products (MacRury, 2017). The issue faced due to anti-branding is that they criticize the market and social position of the company by introducing a negative identity in the market. Anti-branding leads to issues such as environmental, cultural, legal and political issues on the brand identity.
In the views of (Papadopoulos & Hamzaoui-Essoussi, 2015), the real example of anti-branding can be considered the case of Starbucks as they were explored in the ideas of local washing at some of the stores. The experiments name does not have the actual name of the company as they started serving alcoholic beverages too. This was considered as selling the products and services by using wrong brand name (Hernández-Pérez, 2016). When this was recognised many stores were closed which affected the sale of the original brand.
Conclusion
According to (Laferté, Therrien, Bélanger-Gravel, Lagarde & Gauvin, 2015), the marketing theory that can be used in anti-branding activities is channel marketing. This theory is used to sell the product that is not actually branded, thus they sell the product at low costs by offering competition in the market. These marketing theories use advanced technology to promote product and services to end users. It is a new form of communication among people to make their brand products viral on social sites.
In the views of…, when channel marketing was inserted in anti-branding activity it impacted the brand community. Anti- branding has the potential to create branding using digital marketing sources. It somewhere degrades the loyalty and overall image of the brand as they sale the duplicate product at lower price with poor quality. This affects the consumer satisfaction by decreasing their connection with that particular brand (Scott & Bennett, 2015). Channel marketing once implemented changes the business vision. It is an important part of brand image as it helps in launching new products by using different growth plans. Anti-branding communities do not consider information sharing and complaint resolution as an important part (Brandba, 2017). This decreases the overall sale as some of the customer’s feedback and reviews are generally not given importance which degrades the overall rating. Anti-branding can change consumer behaviour as they change the expectation from the band as they receive poor value of products. Anti-branding activities limits specific brands as it could similarly confine corporate brands. In hostile to marking systems, clients go up against social activists by voicing their limitation to the entire corporate dominance exhibit (White, 2015). Against marking indicates are ascending as another kind of buyer activism and methods acquires greater affirmation terms of social advancement. Hostile to marking builds the sentiment of disdain towards the brand.
In the views of (Milewicz & Milewicz, 2014), anti-branding communities are the highest risk in today’s time. As they destroy the consumer power and spoils the brand power. The major reason behind anti-branding is the internet as it allows community to showcase their products by using brand name. Like, for Starbucks, some of the anti-branding site was starbucked.com, the names of anti-branding communities were kept similar so that customers get confused while buying the products. Anti-branding communities affect the status, reputation and value of the product (Evans, Blitstein, Vallone, Post & Nielsen, 2014). It breaks the relation between customer and brand. Channel marketing opens up many channels which violate the expectations gained by the customers.
In the opinion of (Evans, Blitstein, Vallone, Post & Nielsen, 2014), Anti-branding can be seen as a global strategy against all eh brand that are formed due to large number of communities. They spread the disapproval ad dissatisfaction of all the actions taken by the brand (Brown, 2016). They spread negativity in the environment by creating a false image of the brand. Anti-branding communities act as consumers get as they find out all the old and new materials that can cause failure to the brand. Anti-branding platforms are used to find out the duplicate brand communities.
In case of Starbucks, they also faced strong criticism as some of the anti-branding campaigns influenced negative publicity. The key issue that was faced by Starbucks is inflammation in price, lack of innovation and creativity, undelivered promises which destroys the customer’s service relation. Anti-branding is spread through social media sites as most of the audience are available on these sites (Romani, Grappi, Zarantonello & Bagozzi, 2015). It helps the anti-branding activities to promote their service. Anti-branding activity regularly centre around one overwhelming brand or organization and are non-geographically bound as there are no legal as well as social connections. Anti-branding restrict particular brands as it could likewise restrict corporate brands. In anti-branding networks, customers go up against social activists by voicing their restriction to all the corporate mastery present. Anti- branding shows are rising as another type of purchaser activism and procedures brings more acknowledgment in terms of social development (Zemanek, 2018). The reason behind anti branding community is to provide a social community that face common moral obligations. Anti-branding increases the feeling of hatred towards the brand.
The reason because of which Starbucks suffered is poor feedback by the customers and interaction. Starbucks was found to be authentic and has a commitment towards the clients regarding the quality which was destroyed because of fake branding communities. In case of Starbucks, they started selling the product coffee with wine, which changed the mentality of customers. Clients found that the original brand may also sell their product with the wine. This somewhere affected the brand image. Anti-branding builds false relation with the customers by offering assurance (Constantinou & Tselepou, 2017). It spoils the customers experience with the brand by destroying the activities and resources of the company.
Conclusion
From this report it can be concluded that anti-branding can lead to negative image of the firm. The case of Starbucks was discussed as how the image of Starbucks was spoiled as some anti-branding community started alcoholic products in the name of Starbucks. Thus, the marketing strategy that is used in such cases is discussed. Channel marketing was used by anti-branding communities which somewhere impacted the brand image along with the customers’ expectations. Anti-branding community is all about sharing information but by not using fake identity. Anti-branding communities can also decrease connection costumers have with the brand. Anti-branding community assures that no one uses brand name to sale their products and services.
Anti-branding is fast and expanding term that has engaged many consumers but it is recommended that there should be remarkable criteria; like no community can sell product and service with the brand name. It is recommended that products and services should not be sold by brand name, as it spoils the quality of product that is expected by customers. The consumer behaviour is also affected by the anti-branding strategies. Thus, it is recommended to maintain the trust tactics and maintain the identity of the brand. There should be a strict law of permission that is company should ask for permission before launching any product with the brand time. All the legal agreement should be signed so that customer satisfaction and loyalty is maintained.
References
Brandba.se. (2017). ANTI-BRANDING. Retrieved from https://www.brandba.se/blog/2015/10/2/anti-branding-a-way-to-destroy-brands-case-of-apple-inc.
Brown, S. (2016). Dead brand walking: on the paradoxes and perversities of branding. In The Routledge Companion to Contemporary Brand Management (pp. 124-138). Routledge.
Constantinou, C. M., & Tselepou, M. (2017). Branding orthodoxy: Religious diplomacy and the makarios legacy in sub-Saharan Africa. Place Branding and Public Diplomacy, 13(3), 179-193.
D’Arco, M., & Marino, V. (2018). Managing Online Anti-branding Consumer Behaviours: A Multiple Case Study Analysis in the Italian Landscape. In Advances in National Brand and Private Label Marketing (pp. 85-94). Springer, Cham.
Evans, W. D., Blitstein, J., Vallone, D., Post, S., & Nielsen, W. (2014). Systematic review of health branding: growth of a promising practice. Translational behavioral medicine, 5(1), 24-36.
Hernández-Pérez, M. (2016). Animation, Branding and Authorship in the Construction of the ‘Anti-Disney’Ethos: Hayao Miyazaki’s Works and Persona through Disney Film Criticism. Animation, 11(3), 297-313.
Laferté, M., Therrien, F., Bélanger-Gravel, A., Lagarde, F., & Gauvin, L. (2015). Promoting physical activity among tweens in Québec: The WIXX multimedia communication campaign. WellSpring, 26, 1-4.
MacRury, I. (2017). Branding the Games: Commercialism and the Olympic city. In Olympic Cities: 2012 and the Remaking of London (pp. 61-90). Routledge.
Milewicz, C. M., & Milewicz, M. C. (2014). The branding of candidates and parties: The US news media and the legitimization of a new political term. Journal of Political Marketing, 13(4), 233-263.
Papadopoulos, N., & Hamzaoui-Essoussi, L. (2015). Place images and nation branding in the African context: Challenges, opportunities, and questions for policy and research. Africa Journal of Management, 1(1), 54-77.
Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism. Journal of Brand Management, 22(8), 658-672.
Scott, R., & Bennett, E. (2015). Branding resources: extractive communities, industrial brandscapes and themed environments. Work, Employment and Society, 29(2), 278-294.
White, T. (2015). The Branding of Community Supported Agriculture: Collective Myths and Opportunities. Journal of Agriculture, Food Systems, and Community Development, 5(3), 45-62.
Zemanek, A. S. (2018). Nation branding in contemporary Taiwan: a grassroots perspective. Culture, Theory and Critique, 59(2), 119-138.
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