Building brand authenticity : 7 habits of iconic brands

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Title:

Building brand authenticity : 7 habits of iconic brands

Author:

Beverland, Michael.

ISBN:

9780230580312

Personal Author:

Beverland, Michael.

Publication Information:

Basingstoke : Palgrave Macmillan, c2009.

Physical Description:

xiv, 219 p. : ill. ; 24 cm.

Subject Term:

Branding (Marketing)

Brand name products.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168025478393	658.827 B571B 2009	1	Searching... Unknown

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Summary

Summary

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.

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