Building brand authenticity : 7 habits of iconic brands
Author(s)
Bibliographic Information
Building brand authenticity : 7 habits of iconic brands
Palgrave Macmillan, 2009
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Note
Includes bibliographical references (p. 191-201) and indexes
Description and Table of Contents
Description
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.
Table of Contents
The New Brand Reality Why Authenticity The Authenticity Of Stories Appearing As Artisanal Amateurs Sticking To Your Roots Love The Doing Market Immersion Be At One With The Community Indoctrinate Staff Into The Brand Cult What Can You Do? References
by "Nielsen BookData"