User:Fabio.pisano/Authority brand

An Authority Brand is a symbol-intensive brand that clearly leads the way in a specific category, generating auto-directed emotional benefits on the people who adopt them, such as pride or reassurance. This definition has been firstly introduced by Stefania Saviolo and Antonio Marazza in the book ‘Lifestyle Brands – A Guide to Insprational Marketing’.

Authority brands are often based on patented system and technologies or processes, like PayPal, or Zeiss, on proprietary know-how and recipies, like Kiehl’s, or on highly distinctive raw materials or handicraft skills, respectively like Loro Piana wool and Bottega Veneta leather goods. Often this category is the starting point to gradually extend into new product segments, becoming an icon brand or a solution brand, like respectively Hermès or Samsonite.

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Category:Marketing Category:Brand management