Live Business School Masterclass
Time & Location
About the Event
The University of Sussex Business School invites you to our Masterclass on Brand Management and the challenge of authenticity, on Tuesday 24 November. Brand authenticity is critical to strong consumer-brand relationships and therefore its financial valuation. But how do brands become authentic? Can brands take genuine stands on key challenges of the day, and if so, how do they appear sincere in an age of cynicism? Professor Michael Beverland explains more about brand authenticity and its connection to brand purpose, storytelling and brand innovation. Drawing on his expertise in brand management he shows how appeals to authenticity can go wrong, and what organisations need to do to create more believable brands. Professor Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at the University of Sussex Business School. He is the author of Brand Management: co-creating Brand Meaning (2ndEdition, Sage 2021) and Building Brand Authenticity: 7 Habits of Iconic Brands (Palgrave 2016).