Brands continue to be regarded as critical in the success of an organisation, serving as a key contributor to an organisation’s competitive advantage (McDonald, de Chernatony, & Harris, 2001). Research in branding has largely focused on the positive aspects, such as brand love, brand attachment (Japutra, Ekinci, & Simkin, 2014; Thomson, MacInnis, & Whan Park, 2005), with a dearth of research focusing on the negative aspects of branding such as brand hate, brand aversion and brand avoidance (Cherrier, 2009; Dalli, Gistri, & Romani, 2006; Lee, Conroy, & Motion, 2009a). Previous research on brand avoidance identified five types namely experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance and advertising (Knittel, Beurer, & Berndt, 2016; Lee, 2008; Lee et al., 2009a; Lee, Motion, & Conroy, 2009b) (see Figure 1). With previous research generally ignoring the role of advertising on negative brand aspects, this paper seeks to broaden our understanding by not only considering advertising but the role of communication as a type of brand avoidance.