HCBE Faculty Presentations


Producers’ Views on Digital Era Brand Authenticity in a Traditional Winery

Event Location / Date(s)

Northumbria University, Newcastle, UK

Document Type

Conference Presentation

Presentation Date


Conference Name / Publication Title

13th Global Brand Conference 2018


Branding in the Digital Age: Innovation and Responsibility

The 13th Global Brand Conference will focus on the dual challenge for brands in the digital age:

  • In what innovative ways can brands (and their identities) be managed in a digital world, where the conversation surrounding them is mainly not created, or indeed controlled, by the brand-owner?
  • What particular responsibilities does a successful brand face in the digital world, and how important are these for maintaining a good reputation?


Bendixen was also the Track Chair for this session.