Building Brand Authenticity

7 Habits of Iconic Brands

  • MichaelĀ Beverland

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Michael Beverland
    Pages 1-12
  3. Michael Beverland
    Pages 13-28
  4. Michael Beverland
    Pages 29-61
  5. Michael Beverland
    Pages 63-83
  6. Michael Beverland
    Pages 85-102
  7. Michael Beverland
    Pages 103-120
  8. Michael Beverland
    Pages 121-139
  9. Michael Beverland
    Pages 141-157
  10. Michael Beverland
    Pages 159-174
  11. Michael Beverland
    Pages 175-190
  12. Back Matter
    Pages 191-219

About this book

Introduction

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.

Keywords

brand consumer marketing research

Authors and affiliations

  • MichaelĀ Beverland
    • 1
  1. 1.RMIT UniversityAustralia

Bibliographic information

  • DOI https://doi.org/10.1057/9780230250802
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2009
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-36844-0
  • Online ISBN 978-0-230-25080-2