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Authenticity Generates Uniqueness, Trust, and Loyalty
A brand is authentic when different stakeholders (employees, shareholders, customers, suppliers, etc.) feel that there is an alignment between declared values and objectives and concrete actions, inside the company and on the market. A strong, differentiated company culture contributes to a strong, differentiated brand, driven by the same purpose and values (Yohn, 2017). The brand is therefore ...
Between Myth and Reality. In-store Brand Equity in Times of Crisis
What objectives does brand industry visual merchandising set in Large-Scale Retail stores, and what is its scope of action? Which companies primarily focus on maximizing space productivity with a more efficiency-driven approach, and which ones interpret the retail store in a more value-oriented way, concentrating on communication and brand identity consolidation? Is there still a clear distinction ...