Building Brand Authenticity: 7 Habits of Iconic Brands

Hardcover | December 15, 2009

byMichael Beverland

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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.

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From the Publisher

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.

MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of Consume...

other books by Michael Beverland

Format:HardcoverDimensions:260 pages, 9.47 × 6.43 × 0.76 inPublished:December 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230580319

ISBN - 13:9780230580312

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Extra Content

Table of Contents

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

Editorial Reviews

"Building Brand Authenticity is a welcome book that provides substance, style, and examples of successes and failures in building and maintaining brand identity... Beverland's book provides 'outside America' insights (e.g., "employ a brand historian") that are both refreshing and thought-provoking. Summing up: Highly recommended." CHOICE