Building brand authenticity : 7 habits of iconic brands / Michael Beverland.
2009
658.827 B571b 2009
Available at 2nd (Main) Floor
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Title
Building brand authenticity : 7 habits of iconic brands / Michael Beverland.
Author
ISBN
9780230580312 (hardback)
0230580319 (hardback)
0230580319 (hardback)
Imprint
Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2009.
Language
English
Description
xiv, 219 p. : ill. ; 24 cm.
Call Number
658.827 B571b 2009
System Control No.
(OCoLC)316027848
(OCoLC)316027848
(OCoLC)316027848
Summary
"The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity"--Provided by publisher.
Bibliography, etc. Note
Includes bibliographical references (p. 191-201) and indexes.
Formatted Contents Note
The new brand reality
Why authenticity?
The authenticity of stories
Appearing as artisanal amateurs
Sticking to your roots
Love the doing
Market immersion
Be at one with the community
Indoctrinate staff into the brand cult
What can you do?
Why authenticity?
The authenticity of stories
Appearing as artisanal amateurs
Sticking to your roots
Love the doing
Market immersion
Be at one with the community
Indoctrinate staff into the brand cult
What can you do?
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