Why do people hate Java so much
Why people hate brands
A new study reveals the reasons why more and more people are becoming brand haters. This is becoming an increasing problem for companies. Which strategy works against it.
The relationship between people and brands has been studied in detail for decades. The vast majority of this research questions why people prefer certain brands. For companies, the main thing is to reinforce such brand preferences. Concepts such as "Lovemarks" by Saatchi & Saatchi have been established for years and are intended to help companies build emotional relationships between people and brands.
Hatred of brands is growing
The hatred of brands is increasing, reports the industry magazine werben &verkauf (w & v). According to w & v, three female students examined the reasons for this in their master’s thesis. One result of the work is that so-called anti-brand sites are spreading very quickly on the Internet. While there were just 550 anti-brand sites against global brands on the Internet in 1997, by 2008 there were already more than 10,500. Examples include killercoke.org (against Coca Cola) and Starbucked.com (anti-Starbucks). Brand haters also have a large presence on social media platforms, for example the group I hate Deutsche Bahn. The results of the study show that there are three main drivers of brand hatred that have a direct impact on consumer buying behavior:
- Experiental avoidance (brand is avoided due to poor product experience)
- Identity avoidance (brand in conflict with its own identity)
- Moral avoidance (brand violates consumer beliefs)
Credible communication helps against brand hatred
Brand hatred can best be prevented if companies offer high quality products. If a shitstorm happens anyway, crisis communication is the order of the day. Companies would do well to communicate openly and honestly, apologize for mistakes, and offer compensation. In addition, global companies should only become socially committed if the commitment fits their products or services and is credible and authentic.
Springer authors Peter Heinrich and René Schmidpeter also confirm this assessment. In their article "Effective CSR Communication - Basics" they argue that Corporate Social Responsibility (CSR) must be integrated into corporate strategy in order to be credible (page 1). The authors present a model with seven steps for implementation:
As-is analysis and key figure basis
Future issues Turn risks into opportunities
Measures –– from talking to doing
Communication and reporting
Stabilization and continuous improvement
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