Building brand authenticity : 7 habits of iconic brands /

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Bibliographic Details
Author / Creator:Beverland, Michael.
Imprint:Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2009.
Description:xiv, 219 p. : ill. ; 24 cm.
Subject:Branding (Marketing)
Brand name products.
Brand name products.
Branding (Marketing)
Format: Print Book
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ISBN:9780230580312 (hardback)
0230580319 (hardback)
Notes:Includes bibliographical references and indexes.
Summary:"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.