Brand Advocates & Doppleganger Brands

AKSHERA| VIPUL

Who are Brands Advocate?

•CONVINCES OTHERS TO PURCHASE THROUGH INDEPENDENT CREDIBILITY

•DEFENDS AND SUPPORTS YOUR BRAND

•PUTS HIS, OR HER, OWN REPUTATION ON THE LINE

•PROVIDES UNSOLICITED PRAISE AND SUGGESTIONS OF IMPROVEMENT

•FORGIVES OCCASIONAL SUB-PAR SEASONS OF DIPS IN PRODUCT EXPERIENCE/SERVICE

What can they do??

Giver Referral sales through Word of Mouth advertising

Write Glowing testimonials about a brand

Help expand brand reach by sharing content with their set of social networks

Help launch new products or service.

Help strengthen brand reputation by writing highly positive reviews

Alert about bad reviews and possible brand detractors

Inspire to create better products by providing you with constructive feedbacks.

What can they do??

Brands and Doppleganger Brands

AMA defines a brand as a “name, term, sign, symbol, design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”

Doppelganger brand image is a family of defamatory images and stories about a brand circulated locally by a network of consumers, anti-brand activists, bloggers etc.

Doppleganger Brand Effect

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread.

An Example

Thank You