Developing the right brand image: The importance of being authentic
ISSN: 0258-0543
Article publication date: 4 September 2018
Issue publication date: 10 September 2018
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Developing a feeling of authenticity about products amongst the target customer base is an essential goal for marketers even in terms of low cost items. Consumers derive information from a broad range of marketing communications and consistency is a key element for success.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2018), "Developing the right brand image: The importance of being authentic", Strategic Direction, Vol. 34 No. 9, pp. 35-36. https://doi.org/10.1108/SD-07-2018-0154
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited