| Summary: | 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.
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