Blands – A not so bland new trend in branding? An exploratory study of the phenomenon blands
Abstract Purpose: A new phenomenon has emerged in the world of branding which has not yet been researched in an academic setting. Brands that look the same, feel the same, offer similar business models towards consumers but still somehow feel modern and unique at a first glance. The purpose of this exploratory paper is to define and analyze the phenomenon of blands. Methodology: A literature rev
