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Building brand authenticity = 7 habits of iconic brands /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Building brand authenticity/ by MichaelBeverland.
其他題名:	7 habits of iconic brands /
作者:	Beverland, Michael.
出版者:	Basingstoke :Palgrave Macmillan, : c2009.,
面頁冊數:	xiv, 219 p. :ill. ; : 24 cm.;
標題:	Branding (Marketing) -
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230250802

Building brand authenticity = 7 habits of iconic brands /
Beverland, Michael.

Building brand authenticity7 habits of iconic brands /[electronic resource] :by MichaelBeverland. - Basingstoke :Palgrave Macmillan,c2009. - xiv, 219 p. :ill. ;24 cm.

The 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?.

In 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.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230250802

Standard No.: 10.1057/9780230250802doiSubjects--Topical Terms:

131614
Branding (Marketing)
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5415.125

Dewey Class. No.: 658.827

Building brand authenticity = 7 habits of iconic brands /
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520 $a In 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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