Washington, Sept 8 (ANI): A new study has suggested that a family's brand distinctiveness is a result of its dynamic personal story with distinct persona cues that are particularly interesting for a target audience and can be embellished by the media.
Author Marie-Agnes Parmentier collected more than 2,500 pages of data about the Beckham family from published biographies, official websites, magazines, and various social media sites, and noted that the Beckhams created a unique image with ties to both fashion and traditional family values.
"By capitalizing on chances for publicity and providing access to traditional media such as print and television, the Beckhams have enabled a variety of stakeholders to explore some of the nuances of their private life, as individuals, as a couple and, as a family," wrote the author.
"Their strong family brand should allow them to capitalize on their equity for some time after they move beyond their original field of practice," she added.
The study was published in Family Business Review, a SAGE journal. (ANI)
|
|
Comments:
