Brand management: Don't be a victim of brand hate

Brand hate is not a fringe phenomenon – 93% of consumers in a French study said they absolutely hate at least one brand.

Brand management: Don't be a victim of brand hate

Douglas Bryson and Glyn Atwal

ESC Rennes School of Business

A shocking 93% of consumers in a study say they hate at least one brand. So how can brands avoid provoking deep ill-feeling?

Brand hate is not just an extremist phenomenon. Regular consumers hate brands too – regularly. It's hard to imagine a customer who hates your brand as being a loyal repeat buyer. Common sense dictates that people hating your brand cannot be a good thing. Yet, to any experienced marketer, it sounds like a typical happenstance, even downright likely...

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