Session 5
MKT318 – Digital Marketing 1
Learning Objectives
• Learn what Doppelganger Brands are and how they impact the
nature of promotion.
• Engage in an exercise in which you obtain hands-on learning about
UGC
2
Table of Content
• Review the lesson
1
• Topic 4 presentation
2
• Class discussion and summary
3
• Introducing next lesson
4
3
4
Doppelganger Brands: Double Walker (1)
• A doppelganger brand image is an alter-ego of a brand
that is negative in nature.
• A doppelganger brand image is a collection of disparaging
images and stories about a brand that are being circulated
in popular culture by a loosely organized network of anti-
brand activists, bloggers and opinion leaders
5
Doppelganger Brands: Double Walker (2)
6
Doppelganger Brands: Double Walker (3)
• Starbucks: anti-brand promotion:
– 30 people said that one of the key reasons they liked their local coffee shop
was because it wasn't Starbucks.
– All of these consumers had negative impressions of the Starbucks brand
due to its DBI. Because it lacked authenticity.
• Botox: from 2002 to 2010
– DBIs that were used against this brand over this eight year time frame.
– Rhese doppelganger images actually shift over time in response to
changing marketing claims, and also shows that managers can use a
variety of tactics to combat these negative images, such as fostering brand
communities and using customers to help market their brands.
7
Four practical recommendations to combat and
leverage DBI
8
Table of Content
• Review the lesson
1
• Topic 4 presentation
2
• Class discussion and summary
3
• Introducing next lesson
4
9
Topic 4: Wikipedia
MOOC 1-Module 2
• https://www.coursera.org/lear
n/marketing-
digital/lecture/lcew7/exercise-
wikipedia-org
1. Go to the Tutorial/Editing
page in Wikipedia to learn
how to edit an article.
2. Create an account (optional).
3. Make your edits in an existing
page or create a new entry.
4. Check your entry in 24 hours
to see what happened to it.
5. Then, click the My
submission tab in Coursera
to submit your response to
this assignment.
10
Table of Content
• Review the lesson
1
• Topic 4 presentation
2
• Class discussion and summary
3
• Introducing next lesson
4
11
Lesson Summary
• A doppelganger brand image is an
alter-ego of a brand that is negative
in nature.
12
Table of Content
• Review the lesson
1
• Topic 4 presentation
2
• Class discussion and summary
3
• Introducing next lesson
4
13
Next session (1)
• MOOC 1-Week 3-How digital tools are changing placement?
1. Module 3 Overview
2. Placement
3. Online Shopping
4. New Retail Part 1, 2
5. Case Study : Tesla
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Next session (2)
• https://www.coursera.org/learn/marketing-
digital/supplement/XIHf1/module-3-overview
• https://www.coursera.org/learn/marketing-
digital/supplement/czt7N/module-3-readings-and-transcript
• https://www.coursera.org/learn/marketing-
digital/lecture/M9EEL/placement
• https://www.coursera.org/learn/marketing-
digital/lecture/6NmTz/online-shopping
• https://www.coursera.org/learn/marketing-
digital/lecture/QbBQN/new-retail-part-
• https://www.coursera.org/learn/marketing-
digital/lecture/DeKBD/new-retail-part-2
• Case Study Introduction: Tesla
15
Topic 5: Tesla
MOOC 1-Module 3
• https://www.coursera.org/lear
n/marketing-
digital/lecture/pH4Wr/case-
study-introduction-tesla
• Optional resources
– Website: www.tesla.com
– Reading: I Visited a Tesla Store
– Video: Ordering a Tesla Model 3
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