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Brand Authenticity: The Meaning and Importance of Authenticity for Sustainable Branding

Brand Authenticity: The Meaning and Importance of Authenticity for Sustainable Branding

von Birgit Holzer
Taschenbuch - 9783639371550
59,00 €
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Beschreibung

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 theo­retical 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.

Details

Verlag VDM Verlag
Ersterscheinung Juli 2011
Maße 220 mm x 150 mm x 8 mm
Gewicht 225 Gramm
Format Taschenbuch
ISBN-13 9783639371550
Auflage Nicht bekannt
Seiten 140

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