When branding turns toxic: a theoretical framework for modern extreme-right brand networks

Abstract

ABSTRACT This article proposes a new theoretical framework to conceptualize extreme-right entrepreneurial activities as ‘toxic’ brand networks. It applies political marketing and branding, consumer culture, and customer engagement research to different extreme-right identity myths and narratives that are connected through various commercial goods, services, and subcultural products, such as martial arts, music, and clothing. The article argues that a comprehensive understanding of the threats posed by the modern extreme right is limited by the lack of attention on their political marketing and branding strategies. These strategies combine fundraising with the spread of extremist ideology to facilitate radicalization and recruitment. The conceptual framework presented here explores the various elements and reciprocal mechanisms within such a brand network. Among these, shared emotional and social experiences, as well as ideological authenticity and reciprocity, are identified as the most crucial. The article makes specific suggestions to use this framework to improve counter-messaging and to design other effective countermeasures, such as the targeting of weak links in the brand network in order to facilitate brand damage.