Doppelganger Brand Image – DBI

« Back to Glossary Index

A Doppelganger Brand Image or DBI is a collection of disparaging images and stories about a brand circulated in popular culture by a loosely organized network of anti-brand activists, bloggers, and opinion leaders.
[gard group=’2′]

Motivation for Creating a DBI

Motivation for creating a Doppelganger Brand Image is based on the perception that a brand is being inauthentic by claiming to be something that is not or disguising its true nature.
[gard group=’2′]

Doppleganger Brand Image (DBI) Examples

A classic example of a DBI is Joe Chemo, a spoof ad based on Camel Cigarettes iconic character, Joe Camel. In the spoof, Joe Camel, renamed Joe Chemo, is depicted as an ill camel that is undergoing chemotherapy as a result of getting cancer due to cigarette smoke.

Other examples of DBI’s include Pepsi-Colas fat guy and the popular website, PeopleofWalmart.com.

Image Examples of Doppelganger Brand Image

 

« Back to Glossary Index