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Building Brand Authenticity: 7 Habits of Iconic Brands
Building Brand Authenticity 7 Habits of Iconic Brands
Author: Michael Beverland
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.
ISBN-13: 9780230580312
ISBN-10: 0230580319
Publication Date: 12/15/2009
Pages: 260
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Publisher: Palgrave Macmillan
Book Type: Hardcover
Members Wishing: 0
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