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Building Brand Authenticity: 7 Habits of Iconic Brands M. Beverland
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Building Brand Authenticity: 7 Habits of Iconic Brands
M. Beverland
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.
240 pages, 1 black & white tables, 3 figures
| Media | Books Hardcover Book (Book with hard spine and cover) |
| Released | October 22, 2009 |
| ISBN13 | 9780230580312 |
| Publishers | Palgrave Macmillan |
| Pages | 219 |
| Dimensions | 164 × 233 × 19 mm · 518 g |
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