Michael Beverland – Building Brand Authenticity: 7 Habits of Iconic Brands
Michael Beverland – Building Brand Authenticity: 7 Habits of Iconic Brands
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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.
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Description
Building Brand Authenticity: 7 Habits of Iconic Brands
One of the main pillars of marketing is the projection of authenticity. Consumers look for authenticity in the brands they choose. The book offers seven guiding principles for building brand authenticity, based on extensive research with consumers and brand managers.
About Author:
Michael Beverly is a professor at the School of Economics, Finance and Marketing. A number of publications have appeared in prestigious journals such as Advances in Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, and the Journal of Product Innovation Management. He received several large competitive research grants from the Australian Research Council to examine aspects of branding and consumption. He has spoken on radio and in the press. He advises brands on delivering authentic experiences. There is a support@nextskillup.com.
Table of contents (10 chapters)
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There is a new brand reality.
Pages 1-12
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What is the reason for authenticity?
Pages 13-28
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The stories are authentic.
Pages 29-61
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Representing as Artisanal Amateurs.
Pages 63-87
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It’s important to stick to your roots.
Pages 85-106.
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I love doing things.
Pages 103-110.
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The market is called Market Immersion.
Pages 121-139
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Be a part of the community.
Pages 141-157
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Staff into the brand cult.
Pages 159-174
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What can you do?
Pages 175-190.
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