Michael Beverland - Building Brand Authenticity: 7 Habits of Iconic Brands
Type: Digital download
Format: [eBook (epub)]
Building Brand Authenticity: 7 Habits of Iconic Brands
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.
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 the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, Journal of Product Innovation Management, and the European Journal of Marketing. He has also received several large competitive research grants from the Australian Research Council to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.
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Table of contents (10 chapters)
The New Brand Reality
The Authenticity of Stories
Appearing as Artisanal Amateurs
Sticking to Your Roots
Love the Doing
Be at One with the Community
Indoctrinate Staff into the Brand Cult
What Can You Do?