Branding – its history and a new challenges, Brand authenticity

Bc. Veronika Bodnárová

Master's thesis

Abstract:

The diploma thesis concentrates on a current branding challenge, specifically Brand Authenticity and its perception by Generation Y. The aim is to prove the interconnection between favorability and authenticity of a brand that was ranked as the most favorite by Millennials. The thesis is divided into two parts – theoretical and practical. The first two chapters of the theoretical part focus on branding - its brief history and a new challenge (Brand Authenticity) in more detail. The third chapter gathers information about the Millennials, their characteristic features and attitude towards marketing and branding in particular. The fourth chapter represents the practical part of the thesis – an extensive review of a brand from the perspective of its authenticity. This part contains a study case on Nike (ranked number one as the favorite brand amongst Millennials). By the means of desk research we analyze Nike under the conditions of Authentic Brand Habits by Beverland, giving examples of each habit and its appeal. With the help of Moosylvania’s research on ‘Millennials preferences in the brand choice’ we decide whether Nike is an Authentic Brand and how does the brand exercise its authenticity towards Millennials

Keywords

Branding, Authenticity, Brand Authenticity, Generation Y, Nike

Language used: English

Date on which the thesis was submitted / produced: 12. 4. 2016

Thesis defence

• Date of defence: 10. 6. 2016
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: doc. Giuseppe Maiello, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication