Explore the Palgrave Book Archives: Choose from over 10,000 eBooks, only 9.99 each! Browse now >>

Building Brand Authenticity

7 Habits of Iconic Brands

Authors: Beverland, M.

Buy this book

eBook $44.99
price for USA (gross)
  • ISBN 978-0-230-25080-2
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $60.00
price for USA
  • ISBN 978-0-230-58031-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $57.00
price for USA
  • ISBN 978-1-349-36844-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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

About the authors

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 the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, Journal of Product Innovation Management, and the European Journal of Marketing. He has also received several large competitive research grants from the Australian Research Council 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.
michael.beverland@rmit.edu.au; mbeverland@yahoo.com

Reviews

"There are only a few people on the planet that can combine the academic knowledge and practical insights of Mike Beverland. His new book offers invaluable insights on branding and should be a must-buy for those in the know. In fact it will almost certainly become the authentic guide to brand authenticity". - Mark Ritson, Associate Professor, Melbourne Business School

Beverland demonstrates brilliantly that authentic brands are built on the paradox between traditional craft skills and break-through

innovations. 'Building Brand Authenticity' makes a powerful argument for rejecting a focus on brand image and instead returning to a love of craft and the devotion of dedicated employees.' - Professor Richard Elliott, Dean, School of Management, University of Bath


Table of contents (10 chapters)

Buy this book

eBook $44.99
price for USA (gross)
  • ISBN 978-0-230-25080-2
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $60.00
price for USA
  • ISBN 978-0-230-58031-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $57.00
price for USA
  • ISBN 978-1-349-36844-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

Services for this book

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Building Brand Authenticity
Book Subtitle
7 Habits of Iconic Brands
Authors
Copyright
2009
Publisher
Palgrave Macmillan UK
Copyright Holder
Michael Beverland
eBook ISBN
978-0-230-25080-2
DOI
10.1057/9780230250802
Hardcover ISBN
978-0-230-58031-2
Softcover ISBN
978-1-349-36844-0
Edition Number
1
Number of Pages
XIV, 219
Number of Illustrations and Tables
18 b/w illustrations
Topics