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What marketing (and business) choices lead to the loss of authenticity in a commodified tribe-focused brand?

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What marketing (and business) choices lead to the loss of authenticity in a commodified tribe-focused brand?

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ABSTRACT A major marketing buzzword of the 21st century is Authenticity. Reflecting a genuine brand image has become synonymous with the brand success. Authenticity is more easily managed on a small scale so brands experiencing rapid growth often lose their authentic image upon entering the commercial market. With a specific focus on tribe/niche centered brands, this report seeks to answer, ‘What marketing (and business) choices lead to the loss of authenticity in a commodified tribe-focused brand?’ Marketing and business choices of four commodified board-sport brands have been examined. The individual cases (brands) have been studied using pre-set and emergent codes; code results of the four brands were then compared to determine any patterns in marketing choices that lead to a declined brand image. In addition, the commodification of the sports themselves have also been investigated and cross-examined with the codes. The factors that proved to contribute most to weakened authenticity were: 1) excessive focus on growth 2) neglect of tribe members 3) low percentage of tribe member employees and 4) expansion into other sports. These results are an advisement for how brands could allocate marketing efforts but they are not a formula for authenticity maintenance of commodified brand. In fact, this study concludes that authenticity has no formula; it is simply a reflection of motivation and integrity. [Author provided] keywords: authenticity, commodification, consumer tribe, niche RESEARCH QUESTION What marketing (and business) choices lead to the loss of authenticity in a commodified tribe-focused brand? SUB QUESTIONS 1. What is Authenticity and how does it work for brands? 2. What is Commodification? 3. How does commodification of the sport have an effect on the authenticity of a brand operating within that sport’s market? 4. What marketing (and business) choices have a negative effect on authenticity and the tribe/brand relationship? CASE STUDIES The following brands were selected to be critically studied, because of their inherent authenticity as from their founding. Each brand summary aims to give an overall feel for the brand, with a specific focus on brand heritage. O’Neill Quiksilver Vans Supreme MARKETING COMMUNICATION PLAN The most important takeaways from this research for Yoga Design Lab are how to manage the brand-tribe relationship and how to safely expand the brand without damaging perceived authenticity. To maintain our relationship with the yoga tribe we must continue to create quality products that benefit yoga practitioners, however, we should not ingrain yoga into the core of the brand because yoga popularity will eventually decline and consumers will leave our brand for the next big thing. - Our aim is to stay connected to the yoga tribe but no so connected that we are excluding similar mindsets. To achieve this we must create a brand community that connects with core values of yoga but is not solely defined by yoga.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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