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Isbjörnar och glaciärer eller oljemiljonärer?: En kvalitativ fallstudie om hur Greenpeace arbetat med Anti-Branding som en del av deras kommunikationsstrategi mot Shell i kampanjen ”Save the Arctic!”
Linnaeus University, Faculty of Arts and Humanities, Department of Design.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Anti-branding is a growing social movement as well as a communication strategy that criticize companies through redefining their brands and immaterial values by connecting negative associations to them. Although Anti-Branding is growing, research in the topic is scarce. Through a qualitative case study,based on three (3) Anti-Branding actions, a multimodal analysis and six (6) semi-structured interviews has been made to contribute research to the topic by examining how an organization can use Anti-Branding against a company to create change. The study show that various anti-branding actions in a multifaceted campaign is an efficient tool to create attention, awareness and involvement that lead to change. By utilizing the participatory culture of the this digital age organizations can use anti-branding efficiently by interacting with its publics to engage them to be co-creators of the anti-branding message and to be a part of the social movement and its culture.

Place, publisher, year, edition, pages
2015. , 56 p.
Keyword [sv]
Strategisk kommunikation, aktivism, anti-branding, culture jamming, varumärkesmotstånd, varumärken, immateriella värden, påverkansarbete, detagarkultur
National Category
Communication Studies Media Studies
URN: urn:nbn:se:lnu:diva-46744OAI: diva2:860533
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2015-10-13 Created: 2015-10-12 Last updated: 2015-10-13Bibliographically approved

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