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"Gör det rätta gör slut med Cloetta"

Bringel, Axel LU and Jonsson, Klara LU (2014) SKOK01 20141
Department of Strategic Communication
Abstract
Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study, where the empirical evidence was gathered by semi-structured interviews, qualitative content analysis and an online observation. The results show that an anti-branding campaign is an efficient tool to influence and actuate change. Anti-branding makes it possible for an organization to redefine a brand and assign negative associations to it. The... (More)
Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study, where the empirical evidence was gathered by semi-structured interviews, qualitative content analysis and an online observation. The results show that an anti-branding campaign is an efficient tool to influence and actuate change. Anti-branding makes it possible for an organization to redefine a brand and assign negative associations to it. The study has also shown that an antibranding campaign can create involvement on social media and thus create pressure from the consumers. New digital tools, most prominent the social network Facebook, allow organizations to be interactive with its publics and invite them to be co-creators of anti-branding campaigns and their message. (Less)
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author
Bringel, Axel LU and Jonsson, Klara LU
supervisor
organization
course
SKOK01 20141
year
type
M2 - Bachelor Degree
subject
keywords
anti-branding, culture jamming, varumärkesmotstånd, varumärken, påverkansarbete, sociala medier, strategisk kommunikation.
language
Swedish
id
4465024
date added to LUP
2014-06-13 09:25:28
date last changed
2014-09-04 08:36:23
@misc{4465024,
  abstract     = {Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study, where the empirical evidence was gathered by semi-structured interviews, qualitative content analysis and an online observation. The results show that an anti-branding campaign is an efficient tool to influence and actuate change. Anti-branding makes it possible for an organization to redefine a brand and assign negative associations to it. The study has also shown that an antibranding campaign can create involvement on social media and thus create pressure from the consumers. New digital tools, most prominent the social network Facebook, allow organizations to be interactive with its publics and invite them to be co-creators of anti-branding campaigns and their message.},
  author       = {Bringel, Axel and Jonsson, Klara},
  keyword      = {anti-branding,culture jamming,varumärkesmotstånd,varumärken,påverkansarbete,sociala medier,strategisk kommunikation.},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Gör det rätta gör slut med Cloetta"},
  year         = {2014},
}