When are brands perceived as authentic?

The Swiss Marketing Congress will be held in Zurich on June 18.In the current "Road to blue" campaign for Volkswagen, the rapper STRESS has set out to do no less than change the world. Pierin Vincenz (CEO Raiffeisen Group) takes stock of his brand management. Anton Affentranger (CEO Implenia) and Carsten Maschmeyer make the brand a "matter for the boss" on June 18, 2015 at The Dolder Grand Zurich.More than 400 (brand) decision-makers and managers benefit from conceptual examples and food for thought at the "place to be" of the Swiss brand world. In 8 expert forums, successful Swiss brands such as UBS, Migros, Camille Bloch, Appenzeller, Ragusa, Zimmerli, ZURICH, Swiss Eco Tap, Schenker Storen and many more will provide insights into current best cases. Insights into current best cases. Following the Swiss Brand Congress, the "Advertiser of the Year" will once again be selected and the "Swiss Academy of Marketing Science Award" and the "Rigour & Relevance Award" will be presented for the second time.Authenticity hype in brand managementIn the process of its repositioning, the cult brand Ragusa relies on an "authentic" brand ambassador in the form of skiing ace Lara Gut. SO Appenzeller cheese combines "real," traditional craftsmanship with good advertising. Authenticity is more important than ever. Merely "bumping into" customers as a "friend" (quote Matthias von Bechtolsheim at the Swiss Brand Congress 2014) is hardly a successful strategy in the long term.What are success factors for brands to be perceived as "authentic"? For whom is this relevant? Prof. Dr. Felicitas Morhart, University of Lausanne, provides the latest insights into the authenticity hype in brand management on June 18, 2015 at The Dolder Grand Zurich.More information:To the program To the registration To the homepage