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Go big or be forgotten, en kvalitativ fallstudie i hur organisationer hanterar Anti-branding

Tönning, Philip LU and Falk, Joel LU (2016) SKDK02 20161
Department of Strategic Communication
Abstract
Ever since Klein popularised the term Anti-branding, organisations has been using it’s techniques to turn companies’ own brands against them and to communicate messages of critique. With the development of social media, many old trueisms regarding brand communication has had to been reevaluated. How organizations communicatively can handle being exposed to Anti-branding and more specifically how the introduction of social media has affected this is not very well understood. Employing brand theory, theory on social media, censorship and viral dissemination of messages, we do a case study of two organizations that has handled Anti-branding. The study uses qualitative text analysis and qualitative interviews with key persons inside the... (More)
Ever since Klein popularised the term Anti-branding, organisations has been using it’s techniques to turn companies’ own brands against them and to communicate messages of critique. With the development of social media, many old trueisms regarding brand communication has had to been reevaluated. How organizations communicatively can handle being exposed to Anti-branding and more specifically how the introduction of social media has affected this is not very well understood. Employing brand theory, theory on social media, censorship and viral dissemination of messages, we do a case study of two organizations that has handled Anti-branding. The study uses qualitative text analysis and qualitative interviews with key persons inside the organizations to understand how the Anti-branding was handled, the findings are then further examined by additional interviews with pr- and brand-experts. We find that there might exist misconceptions of the prevalence of Anti-branding in social media. The study shows that there is an imbalance in the use of viral techniques when it comes to either spread, or counter, messages of Anti-branding, and we put forth a possible explanation for this. In the end we conclude that Anti-branding is very much a real problem for organisations, and that it is something to prepare for, but also to learn from; It can be used as a diagnostic to identify areas for improvement. (Less)
Abstract (Swedish)
Ända sedan Klein populariserade termen Anti-branding har dess tekniker använts för att vända organisationers egna varumärken mot dem, och på så sätt sprida kritiska budskap. Med utvecklingen av sociala media utmanas många av förutsättningarna för att driva varumärkeskommunikation. Hur organisationer kommunikativt kan hantera att bli utsatta för Anti-branding och mer specifikt hur introduktionen av sociala media har påverkat detta är inte vida förstått. Vi tar stöd i teorier om varumärkeskommunikation, sociala media, censur och viral kommunikation och gör en fallstudie på två organisationer som utsatts för Anti-branding. Studien använder kvalitativ textanalys och kvalitativa intervjuer med nyckelpersoner inom de drabbade organisationerna... (More)
Ända sedan Klein populariserade termen Anti-branding har dess tekniker använts för att vända organisationers egna varumärken mot dem, och på så sätt sprida kritiska budskap. Med utvecklingen av sociala media utmanas många av förutsättningarna för att driva varumärkeskommunikation. Hur organisationer kommunikativt kan hantera att bli utsatta för Anti-branding och mer specifikt hur introduktionen av sociala media har påverkat detta är inte vida förstått. Vi tar stöd i teorier om varumärkeskommunikation, sociala media, censur och viral kommunikation och gör en fallstudie på två organisationer som utsatts för Anti-branding. Studien använder kvalitativ textanalys och kvalitativa intervjuer med nyckelpersoner inom de drabbade organisationerna för att förstå hur Anti-brandingen hanterades, kunskaperna ringas därefter in med hjälp av ytterligare intervjuer med pr- och varumärkesexperter. Vi finner att det i fältet existerar oklarheter kring hur vidsprett Anti-branding är i sociala medier. Studien visar på en obalans i användandet av virala tekniker när det kommer till spridningen av, eller svar mot Anti-branding, något vi presenterar en möjlig förklaring till. Till slut konstaterar vi att Anti-branding är ett verkligt problem för organisationer, och att det är något man bör förbereda sig för, men samtidigt beakta som ett tillfälle att dra lärdom av; Det kan användas för att identifiera områden för förbättring. (Less)
Please use this url to cite or link to this publication:
author
Tönning, Philip LU and Falk, Joel LU
supervisor
organization
course
SKDK02 20161
year
type
M2 - Bachelor Degree
subject
keywords
Anti-branding, brand management, social media, qualitative case study, strategic communication, varumärkeshantering, kvalitativ fallstudie, strategisk kommunikation
language
Swedish
id
8879626
date added to LUP
2016-06-13 14:15:21
date last changed
2016-06-13 14:15:21
@misc{8879626,
  abstract     = {Ever since Klein popularised the term Anti-branding, organisations has been using it’s techniques to turn companies’ own brands against them and to communicate messages of critique. With the development of social media, many old trueisms regarding brand communication has had to been reevaluated. How organizations communicatively can handle being exposed to Anti-branding and more specifically how the introduction of social media has affected this is not very well understood. Employing brand theory, theory on social media, censorship and viral dissemination of messages, we do a case study of two organizations that has handled Anti-branding. The study uses qualitative text analysis and qualitative interviews with key persons inside the organizations to understand how the Anti-branding was handled, the findings are then further examined by additional interviews with pr- and brand-experts. We find that there might exist misconceptions of the prevalence of Anti-branding in social media. The study shows that there is an imbalance in the use of viral techniques when it comes to either spread, or counter, messages of Anti-branding, and we put forth a possible explanation for this. In the end we conclude that Anti-branding is very much a real problem for organisations, and that it is something to prepare for, but also to learn from; It can be used as a diagnostic to identify areas for improvement.},
  author       = {Tönning, Philip and Falk, Joel},
  keyword      = {Anti-branding,brand management,social media,qualitative case study,strategic communication,varumärkeshantering,kvalitativ fallstudie,strategisk kommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Go big or be forgotten, en kvalitativ fallstudie i hur organisationer hanterar Anti-branding},
  year         = {2016},
}