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

Research output: Contribution to Journal/MagazineJournal articlepeer-review

<mark>Journal publication date</mark>2013
<mark>Journal</mark>Journal of Marketing Management
Issue number1-2
Number of pages20
Pages (from-to)175-194
Publication StatusPublished
Early online date13/02/13
<mark>Original language</mark>English


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.

Bibliographic note

Special Issue on Anthropomorphic Marketing