000 02183cam a2200325 a 4500
005 20150706003938.0
008 091106s2009 enka b 001 0 eng
010 _a 2009047024
020 _a9780230580312
020 _a0230580319 (hardback)
040 _aDLC
_beng
_cDLC
_dYDX
_dYDXCP
_dBWX
_dBWK
_dVP|
_dDLC
050 0 0 _aHF5415.1255
_b.B45 2009
060 _bB B
082 0 0 _a658.827
_222
084 _a658.827
_bB B
100 1 _aBeverland, Michael.
245 1 0 _aBuilding brand authenticity
_h[[Book] :]
_b7 habits of iconic brands /
_cMichael Beverland.
250 _a1st.ed.
260 _aHoundmills, Basingstoke, Hampshire ;
_aNew York :
_bPalgrave Macmillan,
_c2009.
300 _axiv, 219 p. :
_bill. ;
_c24 cm.
504 _aIncludes bibliographical references (p. 191-201) and indexes.
505 8 _aMachine generated contents note: Introductionthe crisis of branding and the demand for authenticity * What is authenticity? * Principle 1Tell compelling brand stories * Principle 2Appear as artisanal amateurs * Principle 3Stick to your roots * Principle 4Love of product and production * Principle 5Market Immersion * Principle 6Cultural contribution * Principle 7Indoctrinate staff into the cult * A call to actionbuilding brand authenticity Introductionthe crisis of branding and the demand for authenticity * What is authenticity? * Principle 1Tell compelling brand stories * Principle 2Appear as artisanal amateurs * Principle 3Stick to your roots * Principle 4Love of product and production * Principle 5Market Immersion * Principle 6Cultural contribution * Principle 7Indoctrinate staff into the cult * A call to actionbuilding brand authenticity.
520 _a"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"--Provided by publisher.
521 _aAll age.
650 0 _aBranding (Marketing).
650 0 _aBrand name products.
001 0000078502
003 0000
942 _cBK
999 _c50719
_d50719