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Author Beverland, Michael

Title Building brand authenticity : 7 habits of iconic brands / Michael Beverland

Publ Info Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2009
 CCRI-Newport  HF5415.1255 .B45 2009    AVAILABLE
 RWU Main Library  HF5415.1255 .B45 2009    AVAILABLE
 Salve Main Collection  HF5415.1255 .B45 2009    AVAILABLE
 URI  HF5415.1255 B45 2009    AVAILABLE
Descript xiv, 219 pages : illustrations ; 24 cm
text rdacontent
unmediated rdamedia
volume rdacarrier
Note Includes bibliographical references (p. 191-201) and indexes
Contents 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 the community -- Indoctrinate staff into the brand cult -- What can you do?
LC subject Branding (Marketing)
Brand name products
ISBN 9780230580312 (hardback)
0230580319 (hardback)