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Keeping it Real – The Seven Secrets of Authentic Brands

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Impulse für die Markenpraxis und Markenforschung
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Abstract

Although managers are called upon to be more authentic in their branding, few insights are available to guide them on what “walking the walk” with respect to brand management means. Based upon ten years of research with consumers and managers this article identifies seven practices that underpin authentic brand management. These seven practices involve telling compelling stories (often those of your consumers), playing up the artisanal amateur, sticking to one’s roots, market immersion, “love the doing,” embedding the brand in a wider social narrative, and creating cult-like devotoion amongst your staff. These practices result in increased brand equity measures including greater loyalty, word of mouth support, and margins.

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© 2013 Springer Fachmedien Wiesbaden

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Beverland, M. (2013). Keeping it Real – The Seven Secrets of Authentic Brands. In: Baumgarth, C., Boltz, DM. (eds) Impulse für die Markenpraxis und Markenforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00427-9_19

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  • DOI: https://doi.org/10.1007/978-3-658-00427-9_19

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-00426-2

  • Online ISBN: 978-3-658-00427-9

  • eBook Packages: Business and Economics (German Language)

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