Revenge of the brand monsters:how Goldman Sachs doppelganger turned monstrous

Freund, James and Jacobi, Erik (2013) Revenge of the brand monsters:how Goldman Sachs doppelganger turned monstrous. Journal of Marketing Management, 29 (1-2). pp. 175-194. ISSN 0267-257X

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This paper employs cultural branding theory, brand psychoanalysis, and literary genealogy in a post-disciplinary manner to investigate the creation of an anthropomorphic, monstrous doppelgänger brand image by critics of Goldman Sachs. The case study explores how critics have succeeded in morphing the image of the bank into a ‘brand monster’ for a section of the general public. Brand monsters focus negative emotions against organisations by exposing, anthropomorphising, and dramatising their alleged, monstrous, hidden motives, methods, and effects. The theoretical and managerial implications of contested corporate and critical image management strategies are discussed. The paper contributes to the literature on doppelgänger brand images by showing the importance of anthropomorphism when attacking a brand that does not employ emotional or cultural brand strategies.

Item Type:
Journal Article
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Journal of Marketing Management
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Special Issue on Anthropomorphic Marketing
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21 Nov 2013 19:56
Last Modified:
21 Nov 2022 22:59