Building brand equity: the genetic coding of Mediterranean brands

Abstract

Purpose The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach From an overview of the available literature and using the brand genetics model, conceptual dimensions inherent to the Mediterranean brand are identified, so as to evaluate their contribution in the building and transfer of brand value. Findings This paper shows how the properties of Mediterranean elements are reconciled with branding models and more in general, with sustainable business. Originality/value The paper highlights the generating drivers of value from a Mediterranean marketing perspective. Management has to govern these strategically in order to retain lasting competitive advantage.

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