Brand Hate pp 163-191 | Cite as

Managing Brand Hate



This chapter proposes ideas on how to detect brand hate, engage in brand hate speech, and negotiate with brand haters and anti-branders in order to find solutions for market peace. Brand hate management process is discussed in three distinct steps: (1) Listen; (2) Engage; and (3) Negotiation. A specific decision algorithm when dealing with brand haters taking in account of the origin of hate (either company-related or consumer-related brand hate). Tone and timing of company engagement with brand haters as well as select channel of engagement are all discussed with cases in detail. Monetary and non-monetary compensation technics as negotiation practices with brand haters are discussed. Thus, this final chapter introduces some solution ideas on how to build better and healthier functioning market communications and to reset the relationships with brand haters for the benefits of all.


Brand hate Brand hate management Market listening Consumer engagement Negotiation Monetary compensation Timing of engagement 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.University of WashingtonTacomaUSA

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