Brand Authenticity

Name: Brand Authenticity
Brand: VDM Verlag
SKU: 9783639371550
Price: 61.22 EUR
Availability: InStock

The Meaning and Importance of Authenticity for Sustainable Branding

Автор: Birgit Holzer

Език:

Корици: С меки корици

Издател: VDM Verlag

Наличност: Налично при издателя, по поръчка

Изпращаме след 17-27 дни

61.22 € 119.73 лв

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

Информация за книгата

Автор

Birgit Holzer

Език

Английски език

Корици

Книга - С меки корици

Издадена

2011

страници

140

EAN

9783639371550

ISBN

3639371550

Enbook ID

06843869

Издател

VDM Verlag

Теглоt

213

Размери

152 x 229 x 8

Пълно описание

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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