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Building Brand Authenticity

7 Habits of Iconic Brands

  • Michael 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

  • Michael Beverland
    • 1
  1. 1.RMIT UniversityAustralia

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods