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|aHF5415.125
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|a658.827|222
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|aBeverland, Michael.
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|aBuilding brand authenticity|h[electronic resource] :|b7 habits of iconic brands /|cby MichaelBeverland.
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|aBasingstoke :|bPalgrave Macmillan,|cc2009.
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|axiv, 219 p. :|bill. ;|c24 cm.
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|aThe New Brand Reality -- Why Authenticity -- The Authenticity Of Stories -- Appearing As Artisanal Amateurs -- Sticking To Your Roots -- Love The Doing -- Market Immersion -- Be At One With TheCommunity -- Indoctrinate Staff Into The Brand Cult -- What Can You Do?.
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|aIn an age of increasing consumer cynicism towards brands, marketers are being urged to becomemore 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.
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|aElectronic reproduction.|bBasingstoke, England :|cPalgrave Macmillan,|d2010.|nMode of access:World Wide Web.|nSystem requirements: Web browser.|nTitle from title screen (viewed on Apr. 12, 2010).|nAccess may be restricted to users at subscribing institutions.
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0
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|aBrand name products.
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|aBranding (Marketing)
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655 |
7
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|aElectronic books.|2local
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710 |
2
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|aPalgrave Connect (Online service)
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|cOriginal|z9780230580312|z0230580319|w(OCoLC)316027848
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|pEB|dHF5415.125|eB571|y2009
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|3Palgrave Connect
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|3Palgrave Connect|uhttp://www.palgraveconnect.com/doifinder/10.1057/9780230250802|zaccess to fulltext (Palgrave)
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