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. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Bibliographic Details

Main Author:	Beverland, Michael (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2009.
Subjects:	Business and Management. Market Research/Competitive Intelligence. Marketing. Business. Marketing research. Electronic books.
Online Access:	Connect to the full text of this electronic book