Building Brand Authenticity by M Beverland
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."There are only a few people on the planet that can combine the academic knowledge and practical insights of Mike BeverlandHis new book offers invaluable insights on branding and should be a must-buy for those in the know. In fact it will almost certainly become the authentic guide to brand authenticity". - Mark Ritson, Associate Professor, Melbourne Business School
Beverland demonstrates brilliantly that authentic brands are built on the paradox between traditional craft skills and break-through
innovations. 'Building Brand Authenticity' makes a powerful argument for rejecting a focus on brand image and instead returning to a love of craft and the devotion of dedicated employees.' - Professor Richard Elliott, Dean, School of Management, University of Bath
michael.beverland@rmit.edu.au; mbeverland@yahoo.com
| SKU | Unavailable |
| ISBN 13 | 9780230580312 |
| ISBN 10 | 0230580319 |
| Title | Building Brand Authenticity |
| Author | M Beverland |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Palgrave Macmillan |
| Year published | 2009-10-22 |
| Number of pages | 219 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |