Brand Authenticity

Name: Brand Authenticity
Brand: VDM Verlag
SKU: 9783639371550
Price: 305.07 RON
Availability: InStock

The Meaning and Importance of Authenticity for Sustainable Branding

Autor: Birgit Holzer

Limbă:

Legare: Carte broșată

Editura: VDM Verlag

Disponibilitate: La editor doar la comandă

Expediem în 17-27 zile

305.07 lei

Today's markets are widely exchangeable and consumers start challenging brands on their proclaimed b...

Informații despre carte

Autor

Birgit Holzer

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2011

Pagini

140

EAN

9783639371550

ISBN

3639371550

Enbook ID

06843869

Editura

VDM Verlag

Greutate

213

Dimensiuni

152 x 229 x 8

Descriere completă

Today's markets are widely exchangeable and consumers start challenging brands on their proclaimed brand promises. Consumers have become more critical to the extent that they start dictating what, where, and when they want to consume products and services. They even create new ways of consumer resistance, like so-called anti-brand communities. This allows space for new brand positioning strategies, which might not have come from a self-defined branding approach. It is much more about a brand being perceived as authentic, credible and real. Even if the term authentic' is mentioned quite frequently and seems to be a new source of competitive advantage, it has not been sufficiently specified, yet. This book aims to contribute to the currently existing marketing literature, by developing a theo retical concept of brand authenticity. It will show why authenticity is that fundamental for brands, and why authenticity has gained momentum. Furthermore, it will explain relevant criteria for sustainable branding as well as discuss how to build and maintain an authentic brand.

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Brand Authenticity

The Meaning and Importance of Authenticity for Sustainable Branding

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Descriere completă

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