Skip to main content
SpringerLink
Log in
Palgrave Macmillan

Building Brand Authenticity

7 Habits of Iconic Brands

  • Book
  • © 2009

Overview

Authors:
  1. Michael Beverland

    1. RMIT University, Australia

    View author publications

    You can also search for this author in PubMed   Google Scholar

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 159.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (10 chapters)

  1. Front Matter

    Pages i-xiv
    Download chapter PDF

  2. The New Brand Reality

    • Michael Beverland
    Pages 1-12

  3. Why Authenticity?

    • Michael Beverland
    Pages 13-28

  4. The Authenticity of Stories

    • Michael Beverland
    Pages 29-61

  5. Appearing as Artisanal Amateurs

    • Michael Beverland
    Pages 63-83

  6. Sticking to Your Roots

    • Michael Beverland
    Pages 85-102

  7. Love the Doing

    • Michael Beverland
    Pages 103-120

  8. Market Immersion

    • Michael Beverland
    Pages 121-139

  9. Be at One with the Community

    • Michael Beverland
    Pages 141-157

  10. Indoctrinate Staff into the Brand Cult

    • Michael Beverland
    Pages 159-174

  11. What Can You Do?

    • Michael Beverland
    Pages 175-190

  12. Back Matter

    Pages 191-219
    Download chapter PDF
Back to top

Keywords

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.

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

Authors and Affiliations

  • RMIT University, Australia

    Michael Beverland

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 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

Bibliographic Information

  • Book Title: Building Brand Authenticity

  • Book Subtitle: 7 Habits of Iconic Brands

  • Authors: Michael Beverland

  • DOI: https://doi.org/10.1057/9780230250802

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Michael Beverland 2009

  • Hardcover ISBN: 978-0-230-58031-2Published: 22 October 2009

  • Softcover ISBN: 978-1-349-36844-0Published: 22 October 2009

  • eBook ISBN: 978-0-230-25080-2Published: 22 October 2009

  • Edition Number: 1

  • Number of Pages: XIV, 219

  • Number of Illustrations: 18 b/w illustrations

  • Topics: Marketing, Market Research/Competitive Intelligence

Publish with us

Policies and ethics

Back to top

Search

Navigation