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