MARC Record from Library of Congress

LEADER: 02070cam a2200265 a 4500
001 2009047024
003 DLC
005 20110224101426.0
008 091106s2009 enka b 001 0 eng
010 $a 2009047024
020 $a9780230580312 (hardback)
020 $a0230580319 (hardback)
035 $a(OCoLC)ocn469915378
040 $aDLC$cDLC$dYDX$dYDXCP$dBWX$dBWK$dVP@$dDLC
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 $aHoundmills, Basingstoke, Hampshire ;$aNew York :$bPalgrave Macmillan,$c2009.
300 $axiv, 219 p. :$bill. ;$c24 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 (p. 191-201) and indexes.
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.