 Why Authenticity?Michael Beverland
Chapter Chapter 2 in Building Brand Authenticity, 2009, pp 13-28 from Palgrave Macmillan Abstract: Abstract Under the stewardship of Quaker Oats, Snapple shouldn’t have failed — not if you believe in branding and marketing. Quaker’s strategy was simple — take a brand that had been built by amateurs to the next level through the application of marketing’s famous four P’s (price, product, promotion, and placement). The Quaker team did a superb job of developing market-driven innovations, accessing mass retailers, and investing in mainstream advertising. How could it be that four years after buying Snapple for US$1.7 billion, Quaker was forced to sell it for the markdown price of US$300 million (and some thought this too much)? Simple, the Quaker team forgot that consumers drank Snapple because of its quirks — consumption of this drink was a reaction to impersonal mass production and mass marketing. Drinking Snapple was a powerful cultural display in an age of conformity and artificiality (Deighton 2003). The very marketing amateurism evident in the pre-Quaker days gave the brand authenticity — the central driver of its equity. Keywords: Brand Equity; Personal Brand; Identity Goal; Brand Community; Brand Partner (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25080-2_2 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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