How come some place branding initiatives are hugely successful, whereas others turn out to be big failures? Perceived brand credibility plays an important role. The best brand design and branding strategy won’t be of much use if the brand promise isn’t trusted. But what exactly does brand integrity, credibility and authenticity mean – and why are these concepts so important?
Brand Integrity, Credibility, Authenticity
Because brands are as much an open invitation to complain as they are a promise to deliver (Anholt, 2003), the success of a place brand stands and falls with its perceived integrity, that is, the public sentiment of a brand’s proven and trusted ability to fulfill its brand promise (Campelo et al., 2011; Humlen, 2012).
Brand authenticity, in turn, is crucial for the credibility and integrity of a place brand. Only if local communities identify with a place brand will they be committed to support it (Aitken & Campelo, 2011)..
Here’s a brief review of academic literature on brand integrity, authenticity, credibility.
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