Brand vulgarity

Abstract

Purpose

The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing across a wide range of industries. The author defines this concept as brand vulgarity and explores the practice, as it situates in the midst of irony, as terms commonly held as taboo and societally indecent, are moving into the mainstream.

Design/methodology/approach

This study draws on the established literature in branding, profanity and ironic marketing to create a conceptual framework through which to understand brand vulgarity.

Findings

Brand vulgarity is intended to capture attention. However, several factors influence consumer receptivity and acceptance. These factors include perceived offensiveness exposure and the reclaiming and reappropriation of vulgar terms. Brand vulgarity not only challenges traditional approaches to nomenclature in branding but the building of brand image as well.

Social implications

The marketplace has become a brand war demarcated by fierce competition each entity vying for attention. The use of vulgar terminology and the growing ease of consumer receptivity calls to question changes in sociocultural sensitivity and its influence on social acceptance of brand vulgarity.

Originality/value

This work breaks new ground as the first to introduce the concept of brand vulgarity and examine the practice across multiple industries.

Citation

Griffiths, M.A. (2018), "Brand vulgarity", Journal of Product & Brand Management, Vol. 27 No. 4, pp. 404-414. https://doi.org/10.1108/JPBM-01-2017-1385