Emotional Branding and the Strategic Value of the Doppelgaenger Brand Image

摘要

Emotional branding is widely heralded as a key to marketing success. However, little attention has been given to the risks posed by this strategy. This article argues that emotional-branding strategies are conducive to the emergence of a doppelgaenger brand image, which is defined as a family of disparaging images and meanings about a brand that circulate throughout popular culture. This article's thesis is that a doppelgaenger brand image can undermine the perceived authenticity of an emotional-branding story and, thus, the identity value that the brand provides to consumers. The authors discuss how the tenets of emotional branding paradoxically encourage the formation and propagation of doppelgaenger brand imagery. This article develops the counterintuitive proposition that rather than merely being a threat to be managed, a doppelgaenger brand image can actually benefit a brand by providing early warning signs that an emotional-branding story is beginning to lose its cultural resonance. This article demonstrates these ideas through an analysis of the doppelgaenger brand image that is beginning to haunt a paragon of emotional branding—Starbucks. The authors conclude with a discussion of how marketing managers can proactively use the insights gained by analyzing a doppelgaenger brand image.