Brand aversion is when a customer actively avoids a particular brand. This is essentially the opposite of brand loyalty. The following are illustrative examples.
ExperiencesA single poor experience such as an out of the box failure may cause a customer to actively avoid a brand for life.
Product PreferencesA customer who is health-conscious may avoid a food brand they perceive as having unhealthy ingredients.
ValuesA customer may associate a brand with corporate practices that don't align with the customer's values.
Word of MouthCustomers commonly avoid brands when they have heard something bad about it from friends or media sources.
Brand ImageIn some cases, a customer is brand adverse simply due to their perceptions of brand image. For example, a customer who prefers low-key fashions may avoid a brand they perceive as status-seeking.
This is the complete list of articles we have written about branding.
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A list of steps for building a brand.
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An overview of 20+ common branding techniques.
An overview of a common branding strategy.
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Common types of visual branding.
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A definition of customer expectations with a few examples.
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An overview of customer perceptions with examples.
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A definition of experience economy with examples.
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