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.

About Author:

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.
[email protected]; [email protected]

Table of contents (10 chapters)

• The New Brand Reality

  Pages 1-12

• Why Authenticity?

  Pages 13-28

• The Authenticity of Stories

  Pages 29-61

• Appearing as Artisanal Amateurs

  Pages 63-83

• Sticking to Your Roots

  Pages 85-102

• Love the Doing

  Pages 103-120

• Market Immersion

  Pages 121-139

• Be at One with the Community

  Pages 141-157

• Indoctrinate Staff into the Brand Cult

  Pages 159-174

• What Can You Do?

  Pages 175-190