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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?
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