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Brand Authenticity

 

Marketed By :  VDM Verlag Dr. Müller   Sold By :  Kamal Books International  
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Rs. 4,396

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  • Product Description
 

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.

Product Specifications
SKU :COC71067
AuthorBirgit Holzer
LanguageEnglish
BindingPaperback
Number of Pages140
Publishing Year2011-07-24T00:00:00.000
ISBN978-3639371550
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandVDM Verlag Dr. Müller
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00