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2016 | OriginalPaper | Chapter

6. Legality of Brand Hate

Author : S. Umit Kucuk

Published in: Brand Hate

Publisher: Springer International Publishing

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Abstract

The legality of anti-branding images and semiotics is discussed in this chapter, with reference to various legal cases. Various anti-branding dilution cases are introduced and discussed, and brand dilution is reconceptualized as a matter of counterposed brand meaning and its associations in digital markets. Anti-branding dilution cases are examined on both a blurring and a tarnishment dilution basis. The interviews with consumers are discussed, which revealed that anti-branding has less potential for brand dilution, and more potential for brand identity collusion. By addressing both legal and marketing views of the meaning systems associated with the dilution versus collusion perspectives, this study provides an approach for understanding anti-branding dilution discussions and a way to develop better functioning branding exchange systems for digital markets. Consequently, possible changes in future branding ownership issues for digital markets are also envisioned in this chapter.

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Title: Legality of Brand Hate
Author: S. Umit Kucuk
Publisher: Springer International Publishing
Book: Brand Hate
Print ISBN: 978-3-319-41518-5

Electronic ISBN: 978-3-319-41519-2

Copyright Year: 2016
DOI: https://doi.org/10.1007/978-3-319-41519-2_6