Building Brand Authenticity
7 Habits of Iconic Brands
Business & Finance, Marketing & Sales, Research
| Author: | M. Beverland | ISBN: | 9780230250802 |
| Publisher: | Palgrave Macmillan UK | Publication: | October 22, 2009 |
| Imprint: | Palgrave Macmillan | Language: | English |
| Author: | M. Beverland |
| ISBN: | 9780230250802 |
| Publisher: | Palgrave Macmillan UK |
| Publication: | October 22, 2009 |
| Imprint: | Palgrave Macmillan |
| Language: | English |
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.
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.
