Building Brand Authenticity: 7 Habits of Iconic Brands

Building Brand Authenticity: 7 Habits of Iconic Brands Beverland M. Wydawca: Palgrave Macmillan Data wydania: 2009 ISBN: 9780230580312 Liczba stron: 219 Format: 233 x 164 x 19 Rodzaj oprawy: Hardback Opis produktu: 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.