<p>Every brand attempts to develop and circulate a positive emotional branding story, but sometimes it is at risk of cultural backlash.</p>.<p>Consumers’ backlash and criticism can destroy an otherwise successful brand. </p>.<p>Starbucks is a case in point, where an emerging doppelgänger brand image challenges the perceived authenticity of the brand in the popular culture.</p>.<p>Successful brand positioning and emotional branding strategies had made Starbucks an iconic coffee brand globally. The success of Starbucks can be attributed to a particular cultural expression called ‘sophistication’. </p>.<p>According to Douglas Holt, an expert on branding an innovation, “Starbucks’ success was in large part due to the coherent and compelling ‘accessible sophistication’ codes used for every consumer touchpoint: the use of whole-bean coffee as a visual retail prop, the Italianized barista language, the sanitised Bohemian-cafe ́ design codes, the appropriation of sustainable production politics for in-store signage, and so on.”</p>.<p>But Starbucks has been criticised for many things which people perceive it has done wrong, including killing the local competition (mom & pop coffee shops), falling short of environmental commitments — their paper cups are not recyclable and may lead to landfill, exploitation of labor — slavery-like conditions in Brazilian Starbuck plantations, and imposing American culture on local markets. </p>.<p>The way Starbucks was expanding, a media headline reported that a new Starbucks is going to open in the restroom of another Starbucks. </p>.<p>Also, anti-brand activists criticised Starbucks’s business practices with many culture Jam ploys. Anti-brand activist sites spread anti-Starbucks meanings, narratives, and memes. </p>.<p>So emotional branding, if not executed well, may backfire to a doppelgänger brand image. </p>.<p>Basically, consumers avoid brands that they don’t find living up to their brand promise or when their emotional branding does not resonate with their culture and popular belief.</p>.<p>Also, the consumer may attack brands that are big as they are more vulnerable to the doppelgänger brand image.</p>.<p><span class="italic">(An excerpt from ‘Troll Proof Branding in the Age of Doppelgangers’. Published by SAGE Publications India.)</span></p>
<p>Every brand attempts to develop and circulate a positive emotional branding story, but sometimes it is at risk of cultural backlash.</p>.<p>Consumers’ backlash and criticism can destroy an otherwise successful brand. </p>.<p>Starbucks is a case in point, where an emerging doppelgänger brand image challenges the perceived authenticity of the brand in the popular culture.</p>.<p>Successful brand positioning and emotional branding strategies had made Starbucks an iconic coffee brand globally. The success of Starbucks can be attributed to a particular cultural expression called ‘sophistication’. </p>.<p>According to Douglas Holt, an expert on branding an innovation, “Starbucks’ success was in large part due to the coherent and compelling ‘accessible sophistication’ codes used for every consumer touchpoint: the use of whole-bean coffee as a visual retail prop, the Italianized barista language, the sanitised Bohemian-cafe ́ design codes, the appropriation of sustainable production politics for in-store signage, and so on.”</p>.<p>But Starbucks has been criticised for many things which people perceive it has done wrong, including killing the local competition (mom & pop coffee shops), falling short of environmental commitments — their paper cups are not recyclable and may lead to landfill, exploitation of labor — slavery-like conditions in Brazilian Starbuck plantations, and imposing American culture on local markets. </p>.<p>The way Starbucks was expanding, a media headline reported that a new Starbucks is going to open in the restroom of another Starbucks. </p>.<p>Also, anti-brand activists criticised Starbucks’s business practices with many culture Jam ploys. Anti-brand activist sites spread anti-Starbucks meanings, narratives, and memes. </p>.<p>So emotional branding, if not executed well, may backfire to a doppelgänger brand image. </p>.<p>Basically, consumers avoid brands that they don’t find living up to their brand promise or when their emotional branding does not resonate with their culture and popular belief.</p>.<p>Also, the consumer may attack brands that are big as they are more vulnerable to the doppelgänger brand image.</p>.<p><span class="italic">(An excerpt from ‘Troll Proof Branding in the Age of Doppelgangers’. Published by SAGE Publications India.)</span></p>