Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

Abstract: Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. Research Question: What methods/strategies do anti-brand communities use in order to harm brands? Methodology: This paper uses a qualitative research design through Ethnography. By applying thematic analysis the authors explore the contents of social media-based Anti-Brand Communities of three brands: Nestlé (1 large community on Reddit), Apple (1 medium-sized community on Facebook) and Disney (3 small-sized communities on Facebook and 1 medium-sized on Reddit). Theory: Brand Community, Anti-Brand Community, Echo Chambers, Internet Memes, Consumer Boycott, Brand Awareness, Brand Dislike, Word-of-Mouth, Brand Involvement, Brand Identity, Culture Jamming, Positioning. Findings: The findings of this paper suggest that Anti-Brand Communities use a variety of different methods/strategies aimed to harm brands. Them being: Vocal Brand Dislike, Collective Brand Boycotting, Mockery, Echo Chamber and Negative Word-of-Mouth. Original/Value: This paper expands the current research area of Anti-Brand Communities with insights regarding how Anti-Brand Communities in practice (e.g. through which methods/strategies) intend to harm brands.