Golden Veroleum Liberia and the Politics of Counter-Branding in Fragile States: A Case Study of Doppelgänger Brand Image

Doppelgänger Brand Images (DBIs) are disparaging counter-narratives that destabilize brand meaning, typically studied in the context of consumer markets in the Global North. This paper extends DBI theory into fragile-state contexts through a case study of Golden Veroleum Liberia (GVL), a palm oil concession operated by Golden Agri-Resources. Initially positioned narrowly as a job provider, and lacking a communications function, GVL became the subject of an entrenched DBI constructed by international NGOs, which framed the company as a land-grabbing, environmentally destructive, neo-colonial actor. Drawing on corporate communications interventions—including community radio partnerships, journalist transparency tours, school rehabilitation initiatives, and resilience during the Ebola outbreak—the paper examines how DBIs are constructed, circulated, and partially contested in fragile-state environments. Findings indicate that while GVL’s interventions improved trust locally and enabled operational continuity, the DBI remained entrenched internationally, highlighting the asymmetry of reputational struggles. The case demonstrates that DBIs in fragile states differ structurally from consumer-driven DBIs, relying on NGO advocacy, weak media institutions, and transnational legitimacy contests. It further argues that embodied actions, such as maintaining employment during crises, can function as counter-narratives alongside communication strategies. The study contributes to DBI scholarship by expanding its application beyond consumer markets to CSR and post-conflict branding, offering both theoretical insights and practical lessons for corporations operating in fragile contexts.