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Building Brand Authenticity: 7 Habits of Iconic Brands (2009)

by Beverland, M

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Description

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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Product Details

  • Oct 22, 2009 Pub Date:
  • 0230580319 ISBN-10:
  • 9780230580312 ISBN-13:
  • English Language