Beverland, Michael
Building Brand Authenticity
Table of contents
1. The New Brand Reality
Michael Beverland
2. Why Authenticity?
Michael Beverland
3. The Authenticity of Stories
Michael Beverland
4. Appearing as Artisanal Amateurs
Michael Beverland
5. Sticking to Your Roots
Michael Beverland
6. Love the Doing
Michael Beverland
7. Market Immersion
Michael Beverland
8. Be at One with the Community
Michael Beverland
9. Indoctrinate Staff into the Brand Cult
Michael Beverland
10. What Can You Do?
Michael Beverland
Keywords: Business and Management, Marketing, Market Research/Competitive Intelligence
- Author(s)
- Beverland, Michael
- Publisher
- Springer
- Publication year
- 2009
- Language
- en
- Edition
- 1
- Page amount
- 233 pages
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9780230250802
- Printed ISBN
- 978-1-349-36844-0
