Place Brand Theory: Brand Integrity, Credibility and Authenticity

The best brand design and branding strategy won’t be of much use if the brand promise isn’t trusted. Brand integrity, credibility and authenticity are important, no question. But what exactly do those terms stand for? Here is what academic literature has to say about integer, credible and authentic brands and branding.

Learn about:

  • Why perceptions of brand integrity matter;
  • The challenge of credible place branding;
  • Brand authenticity.

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