tue11apr19 h 00 min- 21 h 00 minWhen brands get real: New perspectives on brand authenticity18:30 Registration - 19:00 Conference - 20:00 Cocktail & Networking19 h 00 min - 21 h 00 min Rue du Petit-Chêne 34, 1003 LausanneHôtel Alpha-Palmiers
Brands are a large part
Brands are a large part of why shoppers select a particular product or service, whether it is a pair of sneakers, a smartphone, a handbag or holiday destination. Consequently, a lot of time is devoted to building brands, nurturing their values and emphasizing their attributes, as well as creating « brand authenticity » : just as authentic leaders are supposedly more persuasive, credible and effective, so too, it is suggested, brands that appear in keeping with their espoused values are more attractive to consumers.
Many consumers want the brands they buy to be meaningful, relevant and genuine, as if in some way this confers greater meaning on their lives. What exactly is brand authenticity, does it really matter, and how authentic are the brands you work for or puchase ?
Come and debate with Professor Felicitas Morhart, Professor of Marketing at HEC Lausanne on April 11, at 19 :00 at the Alpha Palmier Hotel in Lausanne.
There is limited seating, so register fast.
(Tuesday) 19 h 00 min - 21 h 00 min
Rue du Petit-Chêne 34, 1003 Lausanne
Make sure to register to this amazing event
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