Parodied logos do not devalue brand value

It has become quite common to see T-shirts and bumper stickers where famous logos have been altered to make them humorous. The internet is also full of thesem shared on blogs and via social media.

But how much damage does it cause to the original brand?

One simply thinks back to the T-shirts produced by South African-based Laugh It Off, where they had shirts with altered reditions of the Red Bull Logo and its famous payoff line "gives you wings":

Or this rendition of our beloved Ouma Greyvenstein:

The legal team at SA Breweries however took exception to this T-shirt, as they felt the mocking had gone too far:

The case went through a protracted legal process and in the end, the Constitutional Court ruled in favour of the satirists.

Difficult to judge:

The problem is that until recently, it has been difficult to measure whether any real damage had been caused by such parodies, as there had been no investigation about consumers’ emotional responses to brand dilution in general, and to brand tarnishment in particular.

Prof Christo Boshoff, head of the Department of Business Management at Stellenbosch University, set out to use neurophysiological methods to test the subconscious or emotional response of consumers to so-called brand tarnishment.

Forty participants were shown tainted versions of the logos of twelve established international brands. Electroencephalography (EEG) measured participants’ brain activity and emotional response, while electromyography (EMG) was used to detect even the slightest movement in their facial muscles as an expression of emotion.

The results show that at the unconscious level, brand tarnishment is not as harmful as many seem to believe. In fact, consumers stand largely neutral to any efforts to blemish the good name of a brand. This suggests that businesses will in all likelihood not suffer severe economic harm due to such actions. It would therefore be unnecessary and probably ineffective for them to revert to legal action such as court cases or even the use of cease and desist letters.

Listen to Kieno Kammies' full interview with Prof Boshoff below:


Recommended

by NEWSROOM AI
Read More
Are you over 50? Here's how you can share your skills

Are you over 50? Here's how you can share your skills

50 Plus-Skills is an online platform that connects individuals, aged fifty plus with those in need of their skills and expertise.

#HermanusProtests: Animal cruelty during protests condemned

#HermanusProtests: Animal cruelty during protests condemned

Cape of Good Hope SPCA and Hermanus local municipality condemned the gruesome act of animal cruelty during protests in Hermanus.

Post Office strike will not affect grant payments says CEO

Post Office strike will not affect grant payments says CEO

The unions have revised their demand from 12% to 10% in salary increase while the Post Office saying it can only afford 6%.

City's high permit prices killing Atlantis sandboarding business

City's high permit prices killing Atlantis sandboarding business

Sandboarding activities at the Atlantis sand dunes have been interrupted by new developments and operators are not happy.

Mayor Mashaba wants government to intervene in hiring of illegal immigrants

Mayor Mashaba wants government to intervene in hiring of illegal immigrants

The Joburg mayor says factories in Gauteng are hiring immigrants without papers, neglecting unemployed South Africans.

Is negative publicity always a bad thing?

Is negative publicity always a bad thing?

PT Barnum the circus owner is often associated with the saying "There's no such thing as bad publicity" but how true is this?

Popular articles
Nhlanhla Nene asks trade unions for ideas on how to fund wage increase demands

Nhlanhla Nene asks trade unions for ideas on how to fund wage increase demands

Nene asked unions representing Eskom workers to provide ideas to fund wage increases after negotiations with Eskom deadlocked.

[WATCH] Man finds it hard to open his Zam-Buk & pleads for an easier opening tin

[WATCH] Man finds it hard to open his Zam-Buk & pleads for an easier opening tin

Tourists wake up at the crack of dawn to bag the best sunbed and one man even suffers a broken toe in the melee.

How Steinhoff shares doubled in just five days

How Steinhoff shares doubled in just five days

Founder of Herenya Capital Advisors, Petri Redelinghuys, explains how the embattled Steinhoff managed to double its share price in 5 days

Parents no longer have to travel with children's birth certificates

Parents no longer have to travel with children's birth certificates

The new Home Affairs upgrades to the system include printing parents details at the back of the child's passport.

Woolworths explains reasons for rice mix recall

Woolworths explains reasons for rice mix recall

The retailer announced it is recalling its rice mix product for fear of contamination with the Listeria bacteria.

Home Affairs set to undergo an upgrade in move to paperless system

Home Affairs set to undergo an upgrade in move to paperless system

A new live capture system will cover birth, marriage and death registrations.

Criminals targeting homes with aluminium windows, warns neighborhood watch

Criminals targeting homes with aluminium windows, warns neighborhood watch

The Panorama, Welgelegen and Plattekloof Neighbourhood Watch has identified a new house break-in trend.