ENGLISH

Building Brand Authenticity: 7 Habits of Iconic Brands

By Michael Beverland

Book information

Publisher
Palgrave Macmillan
Year
2009
ISBN
0230580319, 9780230580312
LCC
HF5415.1255 .B45 2009
Google Books ID
SBzRiXcwLh8C
Open Library ID
OL23944793M
Language
english
Format
EPUB
Filesize
1 MB (1370040 bytes)
Pages
260\0
Time added
2012-03-17 06:00:00

Description

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.

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