Last version published: 29/08/2017 14:29
Publication number: ELQ-51641-2
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Value Amplification Model
Developing Authentic Brands Through an Exploration of Corporate Values.
For decades corporate brand specialists have been interested in understanding the secret to developing an authentic brand that is able to make meaningful connections with not only customers, but a wide variety of stakeholders. In response, this paper and model argues that a brand’s values forms the foundation of an emotional connection between brand and consumer.
Moreover, it serves to fill the gap in research that explores how values may be anthropomorphised into a brand personality and amplified through 3 key areas of the brand using the value amplifier model, resulting in the establishment, development and broadcasting of corporate brand values to its desired audience.
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Research paper, completed model and instructional guidance
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