Lecture 2 Flashcards
What is brand positioning
Refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors
Brand authenticity in relation to globalization
Homogenization of the marketplace, differentiation equates with authenticity
Communication transparency in relation to brand authenticity
Communication transparency via the digital platforms means more informed consumers demanding authenticity
What are needs of a user when dealing with a brand
Need for social beloning
Self authentication goals through engagement with authentic brands
Emotional attachment
What is brand authenticity
The perceived consistency of a brand’s behavior that reflects its core values and norms, according to which it is perceived as being true to itself, not undermining its brand essence or substansive nature
What are PAST variables that influence brand authenticity
Brand heritage, brand nostalgia
What are VIRTUOUSNESS variables that influence brand authenticity
Brand commercialization, brand clarity, social commitment
What are SELF IDENTIFICATION variables that influence brand authenticity
Brand legitimacy, actual self congruence, ideal self congruence, employee passions
What is brand heritage
Emphasizing a brand’s history or origin enhances perceived authenticity
What is brand nostalgia
Evoking sentimental feelings about the past strengthens authenticity perceptions
What is brand commercialization
Perceptions of excessive commercialization can diminish authenticity
What is brand clarity
Clear and consistent brand messaging fosters authenticity
Social commitment
Engagement in social causes positively impacts authenticity perceptions
Brand legitimacy
Operating in a manner consistent with societal norms and expectations enhances authenticity
What is actual self congruence
Alignment between the brand’s image and consumers self identity boost authenticity
What is employee passion
Employees genuine enthusiasm for the brand contributes to its authenticity
Consequences of brand authenticity
Enhanced brand authenticity leads to improved brand relationship quality
Strong brand relationships positively influence consumers behavioral intentions, such as repeat purchases and brand advocacy
What is the effect of a family business on user perceptions of authenticity
True to itself, honest with consumers, credible and faithful to family values
Source of competitive advantage
3 types of authenticity
True to ideal
True to fact
True to self
True to ideal
Brand attributes meets brand promise [aesthetic, heritage, originality, quality commitment]
True to fact
Brand communication meets reality / actual [virtue]
True to self
Brand behavior meets brands intrinsic motivations [symbolism]
