Building Brand Authenticity [electronic resource] : 7 Habits of Iconic Brands /
Beverland, M.author.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Description based upon print version of record.
Cover; Contents; List of Figures and Tables; Acknowledgements; Chapter 1 The New Brand Reality; Chapter 2 Why Authenticity?; Chapter 3 The Authenticity of Stories; Chapter 4 Appearing as Artisanal Amateurs; Chapter 5 Sticking to Your Roots; Chapter 6 Love the Doing; Chapter 7 Market Immersion; Chapter 8 Be at One with the Community; Chapter 9 Indoctrinate Staff into the Brand Cult; Chapter 10 What Can You Do?; Bibliography; Author Index; Brand Index; Subject Index
Includes bibliographical references and index.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Marketing.
Market research.
Marketing.
Market Research/Competitive Intelligence.