Building Brand Authenticity: 7 Habits of Iconic Brands

By Michael Beverland

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0230580319
• ISBN13: 9780230580312
• Release Date: October 2009
• Publisher: Palgrave MacMillan
• Length: 219 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.4" x 9.2"