Building Brand Authenticity
Download or Read eBook Building Brand Authenticity PDF written by M. Beverland and published by Springer. This book was released on 2009-10-22 with total page 276 pages. Available in PDF, EPUB and Kindle.
| Author | : M. Beverland |
| Publisher | : Springer |
| Total Pages | : 276 |
| Release | : 2009-10-22 |
| ISBN-10 | : 9780230250802 |
| ISBN-13 | : 0230250807 |
| Rating | : 4/5 (02 Downloads) |
Book Synopsis Building Brand Authenticity by : M. Beverland
Book excerpt: 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.
