Building Brand Authenticity
7 Habits of Iconic Brands| By: | M. Beverland |
| Publisher: | Springer Nature |
| Print ISBN: | 9780230580312 |
| eText ISBN: | 9780230250802 |
| Edition: | 0 |
| Copyright: | 2009 |
| Format: | Page Fidelity |
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Table of Contents
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.