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:


Read More
Standard Bank reassures customers over new internet banking system worries

Standard Bank reassures customers over new internet banking system worries

Customers are concerned about the security features on the new internet banking platform and claim it is not user-friendly.

ANC sees nothing wrong with delegates revealing who they voted for

ANC sees nothing wrong with delegates revealing who they voted for

Some ANC leadership took to social media to express who they voted for, and spokesperson Khusela Sangoni says that's okay.

JP Smith: Cape Town City by-law only prohibits 'aggressive begging'

JP Smith: Cape Town City by-law only prohibits 'aggressive begging'

Mayco Member JP Smith responded to caller's concerns of 'aggressive begging in Cape Town threatening business in the city centre.'

'If delegates vote according to branch wishes, Ramaphosa should win'

'If delegates vote according to branch wishes, Ramaphosa should win'

News24 editor Adriaan Basson says Cyril Ramaphosa is currently in the lead according to credential process but it's wait and see.

#ANC54: ''Everyone look exhausted as the voting continues'

#ANC54: ''Everyone look exhausted as the voting continues'

According to EWN reporter Gia Nicolaides, there are four more provinces still to vote and there is a somber mood among delegates.

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
'Banned ANC delegates have shot themselves in the foot, got what they deserved'

'Banned ANC delegates have shot themselves in the foot, got what they deserved'

Deputy Editor of Financial Mail, Sikonathi Mantshantsha says branches were warned but did not listen, and he has no sympathy.

Adam Habib: Where would the money to fund free education come from?

Adam Habib: Where would the money to fund free education come from?

Vice-Chancellor of Wits University Adam Habib says Zuma's promise requires about R40 billion in order to be fulfilled.

[LISTEN] 'I never wanted to be President, I was not ambitious'

[LISTEN] 'I never wanted to be President, I was not ambitious'

Listen to what President Zuma had to say on Friday at the #ANC54 Gala Dinner ahead of the elective conference.

JUST IN: Some delegates barred from voting #ANC54

JUST IN: Some delegates barred from voting #ANC54

ANC secretary-general Gwede Mantashe announced that some delegates will not be able to vote in this weekend's elective conference.

Van Damme: De Lille has until Monday to respond to maladministration claims

Van Damme: De Lille has until Monday to respond to maladministration claims

The DA has suspended Patricia de Lille from party activities but Eusebius McKaiser says its statement 'is clear as mud'.

LISTEN: Father of drowned toddler speaks of dangers and heartbreak

LISTEN: Father of drowned toddler speaks of dangers and heartbreak

Connor Weber, fell unnoticed into a bin of water and drowned.

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Watch the Guptas pack their bags and run in Nando's inspiring new advertisement.