Building Brand Authenticity

Building Brand Authenticity by Michael Beverland
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ISBN
9780230580312
Date Released
Binding
Hardcover
Pages
219
Dimensions
134 x 235 x 20mm
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Other Titles by Michael Beverland

Description
Information
"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 bookoffers seven guiding principles for building brand authenticity"--Provided by publisher.
ISBN:
9780230580312
Publication Date:
15 / 12 / 2009
Pages:
219
Dimensions:
134 x 235 x 20mm

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