BRAND HATE
Brand Management
Nour Haouami
Zeineb Kadhkadhi
Planning
What is hate?
What is Brand Hate?
Antecedents of Brand
Hate
Consequences
Managing Brand Hate
What is Hate?
Conflict aversion and
protection behavior
Perceive negative events
“Hate is one of the strongest human
feelings. its impact and influence
with greater emphasis
is always present at both conscious
and unconscious cognitive levels”.
Negativity Bias
2 Major root causes of feeling hate and anger:
Threatened Egotism Perceived Injustice
“The conflict between a “When people feel that they are
person’s positive and negative seeing unfair treatment or if
self” they perceive an injustice,
they get upset and feel cross”.
● Self-esteem
● Narcissism and Ego
Defining fair, true and
acceptable judgement agreeable
by everyone?
What is Brand
Hate? Brands = Commercial Identities
● Physical Offer
● Psychological/social offer
“Consumer detachment and aversion The basis of brand hate:
from a brand and its value systems
as a result of constantly happening The brand offer fails to match
brand injustices that lead to perceived expectations, leading
intense and deeply held negative to injustice
consumer emotions”.
2 Interesting ideas to look at here:
1. Brand Love and Brand Hate are NOT opposites:
2. Constant Brand Injustice:
Can be Distributive, Procedural, or/and interactive.
Love becomes Hate: a Soap Opera
Emma, our “woke” follower:
“Eww gurl, that’s just sexist!”
Her sense of self has been damaged:
Cognitive Dissonance
Reevaluation- a sense of
psychological loss and
self-castigation
“I am ashamed to have associated myself with Nikita”
=> Divorce the Gradun brand to resolve psychological
discomfort
Emma can feel one of 2 types of Brand Hate:
Attitudinal Brand Hate: Behavioral Brand Hate:
● Negative emotional attachment ● Negative emotions and antipathy
● Close circle confessions ● Loudly expressed hatred
● Distancing from brand ● An anti-brand activist
Note: Attitudinal and behavioral brand hate are not mutually exclusive, and are
often difficult to separate with many variations in between
Company-related:
Antecedents of
1. Product service failure
● Transactional: Product or
service failures.
Brand Hate
2. Social and Societal:
● Market- industry:
Irresponsible business
practices
● Ideological:
“What triggers it?”
Ideologically
dissatisfied consumers
who are in search of
social change through
actions.
Consumer-related antecedents
Related to consumer’s personality
Effect of the Digital word on customer
empowerment: Power corrupts the power holders who
in turn can be rude, selfish and unethical
Entitlement
t y !
Par
at e
H
1. Negative, vindictive, or vengeful
Word of Mouth:
Consequences of
● Private response: gossiping during
girls’ night
● Voice response: commenting on that
Brand Hate
Youtube channel
2. Typosquatting: uses common misspells
of company domains to redirect visitors
“How it escalates?” to anti-brand website.
3. Third-party responses: contacting
authorities
Consequences Cont.
Direct revenge Boycotting and anti-consumption:
VS
Indirect revenge Cancel culture
r t y
c e lPa
Ca n
#
Consequences Cont.
We
S tan
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Stronger positioning Lipstick Quality
(OCEAN) #Canceled
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#Ca
Jeffree Star Jaclyn Hill
Brand Hate Three distinct steps:
Management (1) Listen
(2) Engage
“How to handle it?” (3) Negotiation.
“Brand Hate” Box
No consumer turns into Hater overnight.
How NOT to
manage a
crisis
Lecture presented by:
Jaclyn Hill
Q&A
Thanks for coming to our TED talk!
