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| Topic: |
Business
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| Number of pages / Number of words: |
7 / 1871 |
Essay's paper body
A product that is authentic to one individual may not be to another. Marketers will need to indicate authenticity by drawing on attributes that can be real, though efforts also include some claims that are contrived. For example, Gucci promotional efforts had claimed their ancestors made saddles for the Medici family, the wealthy patrons of the arts in medieval Florence, as a means of providing the brand with a tradition of quality leather work...
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While the company has openly admitted that this claim is false, they still persist with the myth, going so far as to have a saddle in their Italian offices to suggest just such a link (Forden, 2001).Based on this example, it is fair to say that, most businesses create a for of authenticity for commercial reasons without bearing much original substance...
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General points of the essay
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The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention
When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand
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