A doppelgänger brand image is a parody logo or narrative intended to highlight ethical issues regarding the product advertised. They are commonly associated with the brand's lack of authenticity, and most are created as a form of individual protest, either posted digitally on social media, or displayed as physical graffiti.
"Hacker Inside", a parody of the Intel inside logo
A 2012 study concluded that doppelgänger brand images were able to negatively affect sales, because they created a perception of mistrust in the minds of the customers.[1] A 2006 study concluded that, Doppelgänger has an impact on emotional brand image of a brand.[2]
In a 2006 paper, Craig J. Thompson, Aric Rindfleisch and Zeynep Arsel suggest that doppelgänger brand images are a sign that "an emotional-branding story is beginning to lose its cultural resonance", and can be useful as a warning symptom.[3]
Examplesedit
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The "Joe Chemo" campaign, an internet campaign created by an organization called Adbusters, criticized the product message of Camel cigarettes, and emphasized the harmful effects of smoking, by depicting the company's camel mascot as "a camel who wishes he'd never smoked cigarettes".[4] In this doppelganger image the confident, cool and popular Joe Camel is replaced by this sick, depressed and lonely Joe Chemo. Shortly after this doppelganger campaign began, Joe Camel was withdrawn from the market.
McDonald's is often criticized because of its harmful effects on human health. To illustrate its negative effect, the McDonald's logo was redesigned as "McDiabetes". For this DBI, there is a long running hashtag on Twitter.[5]
In 2015, a designer reinterpreted the Pepsi logo to represent a corpulent man. The intention was to emphasize the direct relation between consumption of sweetened soft drinks and obesity.[6]
After General Motors launched the Hummer H2 in the mid-2000s, a creative viral Internet campaign called "FUH2" began. This campaign concentrated not only on the brand itself, but also on its owners who were portrayed as savages who cared about style more than the environment.
Nike's logo and slogan ("Just do it") appear in several images either altered or adjusted, often highlighting the company's use of sweat shop labor.[8]
Following the BP oil spill in the Gulf of Mexico in 2010, several satirical logos reflecting a negative image were born out of a contest sponsored by Greenpeace.[9]
The Indian Premier League major cricket sporting event was severely criticized as Indian Puppet League, after revelations came out in 2015 regarding the match fixing and mis-governance issues associated with it. This negative portrayal of brand affected the events popularity and the credibility of associated players. The Board of Control for Cricket in India was also severely affected.[citation needed]
Walmart has several anti-branding doppelganger initiatives aimed against it.
A spoof of the Apple logo that shows a worm coming out of the bitten apple and the words iWorm instead of Apple. This image was created by a hacker group called Anonymous, who claimed to have infected millions of Apple devices with a malware called iWorm. The image was used to mock Apple's security and privacy policies, and to challenge its reputation as a leader in innovation and design.[11]
^Markus Giesler: Craig J. ThompsonHow Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic 2016-03-04 at the Wayback Machine Journal of Marketing, 76, November 2012, S. 55–68
^Thompson, Craig J.; Rindfleisch, Aric; Arsel, Zeynep (2006). "Emotional Branding and the Strategic Value of the Doppelgänger Brand Image". Journal of Marketing. 70: 50–64. doi:10.1509/jmkg.70.1.050.qxd. S2CID 220604265.
^Thompson, Craig J.; Rindfleisch, Aric; Arsel, Zeynep (1 January 2006). "Emotional Branding and the Strategic Value of the Doppelgänger Brand Image". Journal of Marketing. 70 (1): 50–64. doi:10.1509/jmkg.2006.70.1.50.
^"Joe Chemo: A Camel Who Wishes He'd Never Smoked". www.joechemo.org. Retrieved 2015-09-10.
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A doppelganger brand image is a parody logo or narrative intended to highlight ethical issues regarding the product advertised They are commonly associated with the brand s lack of authenticity and most are created as a form of individual protest either posted digitally on social media or displayed as physical graffiti Hacker Inside a parody of the Intel inside logoA 2012 study concluded that doppelganger brand images were able to negatively affect sales because they created a perception of mistrust in the minds of the customers 1 A 2006 study concluded that Doppelganger has an impact on emotional brand image of a brand 2 In a 2006 paper Craig J Thompson Aric Rindfleisch and Zeynep Arsel suggest that doppelganger brand images are a sign that an emotional branding story is beginning to lose its cultural resonance and can be useful as a warning symptom 3 Examples editThis section may contain unverified or indiscriminate information in embedded lists Please help clean up the lists by removing items or incorporating them into the text of the article April 2022 The Joe Chemo campaign an internet campaign created by an organization called Adbusters criticized the product message of Camel cigarettes and emphasized the harmful effects of smoking by depicting the company s camel mascot as a camel who wishes he d never smoked cigarettes 4 In this doppelganger image the confident cool and popular Joe Camel is replaced by this sick depressed and lonely Joe Chemo Shortly after this doppelganger campaign began Joe Camel was withdrawn from the market McDonald s is often criticized because of its harmful effects on human health To illustrate its negative effect the McDonald s logo was redesigned as McDiabetes For this DBI there is a long running hashtag on Twitter 5 In 2015 a designer reinterpreted the Pepsi logo to represent a corpulent man The intention was to emphasize the direct relation between consumption of sweetened soft drinks and obesity 6 After General Motors launched the Hummer H2 in the mid 2000s a creative viral Internet campaign called FUH2 began This campaign concentrated not only on the brand itself but also on its owners who were portrayed as savages who cared about style more than the environment During Donald Trump s 2016 presidential campaign comedian John Oliver satirised Trump s Make America Great Again slogan with the parody Make Donald Drumpf Again referring to Trump s alleged ancestral surname 7 Nike s logo and slogan Just do it appear in several images either altered or adjusted often highlighting the company s use of sweat shop labor 8 Following the BP oil spill in the Gulf of Mexico in 2010 several satirical logos reflecting a negative image were born out of a contest sponsored by Greenpeace 9 The South Butt was an attempt to commercialize a parody of The North Face s brand 10 The Indian Premier League major cricket sporting event was severely criticized as Indian Puppet League after revelations came out in 2015 regarding the match fixing and mis governance issues associated with it This negative portrayal of brand affected the events popularity and the credibility of associated players The Board of Control for Cricket in India was also severely affected citation needed Walmart has several anti branding doppelganger initiatives aimed against it A spoof of the Apple logo that shows a worm coming out of the bitten apple and the words iWorm instead of Apple This image was created by a hacker group called Anonymous who claimed to have infected millions of Apple devices with a malware called iWorm The image was used to mock Apple s security and privacy policies and to challenge its reputation as a leader in innovation and design 11 See also editCulture jamming SubvertisingReferences edit Markus Giesler Craig J ThompsonHow Doppelganger Brand Images Influence the Market Creation Process Longitudinal Insights from the Rise of Botox Cosmetic Archived 2016 03 04 at the Wayback Machine Journal of Marketing 76 November 2012 S 55 68 Thompson Craig J Rindfleisch Aric Arsel Zeynep 2006 Emotional Branding and the Strategic Value of the Doppelganger Brand Image Journal of Marketing 70 50 64 doi 10 1509 jmkg 70 1 050 qxd S2CID 220604265 Thompson Craig J Rindfleisch Aric Arsel Zeynep 1 January 2006 Emotional Branding and the Strategic Value of the Doppelganger Brand Image Journal of Marketing 70 1 50 64 doi 10 1509 jmkg 2006 70 1 50 Joe Chemo A Camel Who Wishes He d Never Smoked www joechemo org Retrieved 2015 09 10 mcdiabetes Twitter Search Twitter Designer Makes Fun Of Pepsi Turns Its Logo Into A Fat Man DesignTAXI com designtaxi com Retrieved 2015 09 10 John Oliver s Make Donald Drumpf Again Is Really Taking Off Retrieved 29 September 2018 Nike Modern Day Slavery 23 February 2012 Retrieved 29 September 2018 We ve got a winning logo Archived from the original on 2016 11 24 Retrieved 2017 02 21 Netter Sarah 2009 10 01 The North Face vs The South Butt Entrepreneurial Teen Undaunted by Lawsuit Threat ABC News Retrieved 2017 06 23 Gies Online of Business Retrieved 2023 09 12 Retrieved from https en wikipedia org w index php title Doppelganger brand image amp oldid 1205578088, wikipedia, wiki, book, books, library,
