The New Brand Reality

Michael Beverland
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Michael Beverland: RMIT University

Chapter Chapter 1 in Building Brand Authenticity, 2009, pp 1-12 from Palgrave Macmillan

Abstract: Abstract Would anyone care if your brand disappeared? As I write this, the Morgan Motor Company (a small UK-based car manufacturer) is about to celebrate its centenary. Morganeers around the world (from as far away as New Zealand) are shipping their ‘Mogs’ to the village of Malvern Link to take part in this once in a lifetime celebration of a brand many business consultants predicted wouldn’t see out the end of the twentieth century. At the same time, the ‘Big Three’ (Chrysler, Ford, and General Motors) are receiving financial aid (much to the consternation of the American taxpayer) from the US government. Chrysler has filed for bankruptcy protection (with General Motors likely to follow) as part of a merger deal with Fiat. The contrast in fortunes between the two sets of companies is as obvious as the contrast between their respective resource bases, including budgets for marketing and research and development.

Keywords: Brand Manager; Luxury Brand; Brand Love; Coffee House; Brand Authenticity (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25080-2_1

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DOI: 10.1057/9780230250802_1

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