Building Brand Authenticity: 7 Habits of Iconic Brands

Beverland, M.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2009-10-22

Format: Paperback

ISBN-13: 9781349368440

DOI: 10.1057/9780230250802

Dimensions: 235cm x155cm

Pages: 219