Building brand authenticity 7 habits of iconic brands

Beverland, M 2009, Building brand authenticity 7 habits of iconic brands, Palgrave Macmillan, United States.


Document type: Book
Collection: Books

Title Building brand authenticity 7 habits of iconic brands
Author(s) Beverland, M
Year 2009
Publisher Palgrave Macmillan
Place of publication United States
Subjects Marketing not elsewhere classified
Summary 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.
ISBN 9780230580312
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