Building Brand Authenticity: 7 Habits Of Iconic Brands By Michael Beverland

Building Brand Authenticity: 7 Habits Of Iconic Brands By Michael Beverland List Price: $49.00 Price: $39.67 & eligible for FREE Super Saver Shipping on orders over $25. Details Availability: Usually ships in 24 hours Ships from and sold by Amazon.com 34 new or used available from $27.15 Average customer review: (1 customer reviews)

Product Description

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

 

Product Details

• Amazon Sales Rank: #287427 in Books
• Published on: 2009-12-15
• Released on: 2009-11-24
• Original language: English
• Number of items: 1
• Dimensions: .80" h x 6.40" w x 9.20" l, 1.10 pounds
• Binding: Hardcover
• 260 pages

Editorial Reviews

Review

"Building Brand Authenticity is a welcome book that provides substance, style, and examples of successes and failures in building and maintaining brand identity... Beverland's book provides 'outside America' insights (e.g., "employ a brand historian") that are both refreshing and thought-provoking. Summing up: Highly recommended." —CHOICE

About the Author

MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of Consumer Research, Journal of Advertising, Journal of Management Studies, Journal of Product Innovation Management, Psychology and Marketing, and the European Journal of Marketing. He has also received several large government competitive research grants to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.

Customer Reviews

Most helpful customer reviews

0 of 0 people found the following review helpful.
Building brands that feel real
By Rolf Dobelli
Authenticity, by its very nature, can't be faked - at least not for long. Consumers know intuitively when something is authentic, regardless of what marketers say. People yearn to feel enthusiastic about the products they buy. They seek brands that make them feel validated, understood and connected, and when they find them, they demonstrate their loyalty. That's why fans display tattoos of the Harley-Davidson logo, or make pilgrimages to the Zippo Visitors Center, or even pay hundreds of dollars for Manolo Blahnik high heels. Yet these brand-devoted consumers are quick to blog, tweet or text when a product doesn't meet their expectations for authenticity and quality. You'll nod in recognition as branding expert Michael B. Beverland identifies "seven habits" of authentic brands, including passion for excellence, devotion to a craft, and respect for heritage, tradition and place. His use of inside-the-arena marketing war stories will intrigue any marketer and many consumers. While smoothly written, his book would benefit from a fresher graphic design, since its long, unbroken paragraphs make it challenging to read. But, if you stick with it, getAbstract promises you'll find smart, knowledgeable - and authentic - branding advice.

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