MARC Record from Library of Congress

LEADER: 01909nam a22002538a 4500
001 2009047024
003 DLC
005 20091123182640.0
008 091106s2009 nyu b 001 0 eng
010 $a 2009047024
020 $a9780230580312 (hardback)
040 $aDLC$cDLC
050 00 $aHF5415.1255$b.B45 2009
082 00 $a658.8/27$222
100 1 $aBeverland, Michael.
245 10 $aBuilding brand authenticity :$b7 habits of iconic brands /$cMichael Beverland.
260 $aNew York :$bPalgrave Macmillan,$c2009.
263 $a0912
300 $ap. cm.
520 $a"The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity"--Provided by publisher.
504 $aIncludes bibliographical references and index.
505 8 $aMachine generated contents note: Introductionthe crisis of branding and the demand for authenticity * What is authenticity? * Principle 1Tell compelling brand stories * Principle 2Appear as artisanal amateurs * Principle 3Stick to your roots * Principle 4Love of product and production * Principle 5Market Immersion * Principle 6Cultural contribution * Principle 7Indoctrinate staff into the cult * A call to actionbuilding brand authenticity Introductionthe crisis of branding and the demand for authenticity * What is authenticity? * Principle 1Tell compelling brand stories * Principle 2Appear as artisanal amateurs * Principle 3Stick to your roots * Principle 4Love of product and production * Principle 5Market Immersion * Principle 6Cultural contribution * Principle 7Indoctrinate staff into the cult * A call to actionbuilding brand authenticity.
650 0 $aBranding (Marketing)
650 0 $aBrand name products.