Building Brand Authenticity pdf epub mobi txt 电子书下载 2025

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迈克尔•毕弗兰德（Michael Beverland），澳大利亚皇家墨尔本理工学院（the Royal Melbourne Institute of Technology in Australia）教授，是一名品牌营销研究者、作家和演说家。

出版者:Palgrave Macmillan, 2009

作者:Beverland, Michael

出品人:

页数:240

译者:

出版时间:2009-11

价格:$ 57.63

装帧:盖得书摘

isbn号码:9780230580312

丛书系列:

图书标签:

Marketing
教材
branding

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In an age of increasing consumer cynicism towards brands, marketers are being urged to become more authentic. Yet, how can brands project authenticity when many people believe commercial objects are by definition, fake? Building Brand Authenticity identifies how marketers can create brands that reflect consumers' desired identity or authentic self. Rather that overtly stating that your brand is 'authentic,' or 'real,' brands gain authenticity through warts 'n all story-telling, a living heritage, a genuine love of craft, and sincere commitments to action. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity: tell rich stories, appear as artisanal amateurs, stick to your roots, love of production, immerse yourself in the consumer's world, connecting to place/space, and building cult-like devotion among staff . The book draws on case studies of brands that have achieved sustained success but are rarely featured in business branding books. Examples include W. Britain's Toy Soldiers, Chateau Margaux, Bruichladdich, Dilmah Tea, The Morgan Motor Company as well as more traditional examples such as Apple, Dyson, Louis Vuitton, Jack Daniels and Virgin.