Turning tradition on its head: what’s the risk of changing a brand’s essence?

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Keywords	Authenticity, Brand essence, Credibility, Repositioning, Brands
Thesis Advisor	Rekom, J. van, Jacobs-Belschak, G.
Persistent URL	hdl.handle.net/2105/23835
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Burghardt, L. (2013, September 16). Turning tradition on its head: what’s the risk of changing a brand’s essence?. Marketing Management. Retrieved from http://hdl.handle.net/2105/23835

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