What kinds of negative brand meanings do you observe

Assignment Help Marketing Management

Reference no: EM133438170

Questions: The goals of the homework assignment are to apply the Thompson et al.'s managerial implications regarding how to manage a doppelganger brand image.

Instructions:

This assignment has three parts:

1. 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.

2. Analysis:

a. Who are the brand protestors/avoiders? What can you tell about their demographic background or political ideology?

b. What kinds of negative brand meanings do you observe?

c. Is there a call to action?

3. Developing marketing implications:

a. Based on your analysis, what would you recommend the brand do?

Reference no: EM133438170

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