Building Brand Authenticity: 7 Habits of Iconic Brands - Couverture rigide

Beverland, M.

Couverture rigide

ISBN 10 : 0230580319 ISBN 13 : 9780230580312

Editeur : Palgrave Macmillan, 2009

Synopsis

In an age of increasing consumer cynicism towards brands, marketers are being urged to become more authentic. Yet, how can brands project authenticity when many people believe commercial objects are by definition, fake? Building Brand Authenticity identifies how marketers can create brands that reflect consumers' desired identity or authentic self. Rather that overtly stating that your brand is 'authentic,' or 'real,' brands gain authenticity through warts 'n all story-telling, a living heritage, a genuine love of craft, and sincere commitments to action. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity: tell rich stories, appear as artisanal amateurs, stick to your roots, love of production, immerse yourself in the consumer's world, connecting to place/space, and building cult-like devotion among staff . The book draws on case studies of brands that have achieved sustained success but are rarely featured in business branding books. Examples include W. Britain's Toy Soldiers, Chateau Margaux, Bruichladdich, Dilmah Tea, The Morgan Motor Company as well as more traditional examples such as Apple, Dyson, Louis Vuitton, Jack Daniels and Virgin.

A propos du livre

Biographie de l'auteur :

MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of Consumer Research, Journal of Advertising, Journal of Management Studies, Journal of Product Innovation Management, Psychology and Marketing, and the European Journal of Marketing. He has also received several large government competitive research grants to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.

Présentation de l'éditeur :

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.

À propos de cette édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2009
• ISBN 10: 0230580319
• ISBN 13: 9780230580312
• Reliure: Relié
• Nombre de pages: 219