Building Brand Authenticity: 7 Habits of Iconic Brands

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Springer, Oct 22, 2009 - Business & Economics - 219 pages
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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.
 

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Contents

Chapter 1 The New Brand Reality
1
Chapter 2 Why Authenticity?
13
Chapter 3 The Authenticity of Stories
29
Chapter 4 Appearing as Artisanal Amateurs
63
Chapter 5 Sticking to Your Roots
85
Chapter 6 Love the Doing
103
Chapter 7 Market Immersion
121
Chapter 8 Be at One with the Community
141
Chapter 9 Indoctrinate Staff into the Brand Cult
159
Chapter 10 What Can You Do?
175
Bibliography
191
Author Index
203
Brand Index
207
Subject Index
215
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About the author (2009)

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

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