Brand aversion
Brand aversion is an attitude of rejection towards a brand that may lead someone to avoid it or express opposition. It is not simply the choice to buy an alternative or a lack of loyalty
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may arise from a negative experience, disagreement with a brand's behaviour or associations that conflict with a person's values. Understanding it requires distinguishing criticism, indifference and active rejection. The response should address the specific reasons, without assuming that more advertising or a visual change will solve the problem.
Also known as
brand avoidance, brand hate
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