Building brand authenticity : 7 habits of iconic brands /

"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 buil...

Full description

Bibliographic Details

Main Author:	Beverland, Michael
Format:	Book
Language:	English
Published:	Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2009.
Subjects:	Branding (Marketing) Brand name products.