A doppelgänger brand image (DBI) is a collection of disparaging images and stories about a brand which are circulated in popular culture by a fairly loosely organized network of anti-brand activists, bloggers and opinion leaders. Such images are most likely to be spread via social media, blogs, and websites of anti-brand activists such as Adbusters. They are often intended to highlight ethical issues regarding the product advertised and are commonly associated with the brand's lack of authenticity.