Brand Hate pp 129-161 | Cite as

Legality of Brand Hate: Dilution v. Collusion



I have discussed the legality of such anti-branding images and semiotics from various legal cases in this chapter. I have introduced and discussed various anti-branding dilution cases and re-conceptualized brand dilution as a matter of counter-posed brand meaning and associations in digital markets. I have discussed such anti-branding dilution cases from both a blurring and a tarnishment dilution basis. I discussed my interviews with consumers which revealed that anti-branding has less potential for brand dilution and more potential brand identity for collusion. By addressing both legal and marketing views of the meaning systems associated with the dilution versus collusion perspectives, this study provides an approach for understanding anti-branding dilution discussions and a way to develop better functioning branding exchange systems for digital markets. Consequently, possible changes in future branding ownership issues for digital markets are also envisioned in this chapter.


Brand dilution Anti-brand dilution Blurring Brand tarnishment Brand identity Brand ownership 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.University of WashingtonTacomaUSA

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