Problem
Goal:
The goals of the problem are to apply the Thompson et al.'s managerial implications regarding how to manage a doppelganger brand image.
Instructions:
This problem has three parts:
I. Identify a brand that has come under scrutiny from the consumers in the recent years. Locate a website or discussion forum where you can observe the negative consumer comments.
II. Analysis:
i. Who are the brand protestors/avoiders? What can you tell about their demographic background or political ideology?
ii. What kinds of negative brand meanings do you observe?
iii. Is there a call to action?
III. Developing marketing implications:
i. Based on your analysis, what would you recommend the brand do?