Advertising the unpopular: A social identity theory perspective

Abstract

This paper examines how highly unpopular brands attempt to manage public perception, giving particular attention to social identity theory. Drawing on a sample of social media posts from Deutsche Bahn, Germany’s national rail operator, the paper shows that, aside from promoting positive information, the company adopts broadly acceptable political positions and foregrounds values such as tolerance — qualities that customers themselves must exercise in response to the organisation’s persistent shortcomings. Humorous commentary on shared frustrations also plays a central role, including occasional self-deprecating jokes directed at the customer base. By attributing humour and self-awareness to its audience, the company constructs a shared social identity that reframes irritation as a collective experience, demonstrating a potential strategy for marketing unpopular brands. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.