The substantial changes currently affecting competition and value creation processes have led to a significant reassessment of the role of the brand (Collesei et al., 2001). Namely, from a “lovemark” (Roberts, 2005), understood as “something that is loved” in that it is the expression of precise inspirational values, the brand has evolved into a “wikibrand” (Moffit and Dover, 2012), i.e. “something in which one participates”, an incontrovertible sign of interaction/integration with the consumer, able to bring benefits in terms of distinctiveness, profitability, and the ability to develop innovation and generate memorable experiences (Pencarelli and Gregori, 2009).

Cooperative practices through storytelling: actors, relations, strategies.

Rosato P;Gravili S.
2015

Abstract

The substantial changes currently affecting competition and value creation processes have led to a significant reassessment of the role of the brand (Collesei et al., 2001). Namely, from a “lovemark” (Roberts, 2005), understood as “something that is loved” in that it is the expression of precise inspirational values, the brand has evolved into a “wikibrand” (Moffit and Dover, 2012), i.e. “something in which one participates”, an incontrovertible sign of interaction/integration with the consumer, able to bring benefits in terms of distinctiveness, profitability, and the ability to develop innovation and generate memorable experiences (Pencarelli and Gregori, 2009).
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11587/416218
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