Building Brand Authenticity

Building Brand Authenticity by Michael Beverland
$72.79
 
 
ISBN
9780230250062
Date Released
Binding
eBook
 
 

Out Of Print

Other Titles by Michael Beverland

Description
Information
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.
ISBN:
9780230250062
Publication Date:
23 / 10 / 2009

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