000 | 02183cam a2200325 a 4500 | ||
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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 |