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Building Brand Authenticity: 7 Habits of Iconic Brands
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Building Brand Authenticity: 7 Habits of Iconic Brands

4.09 of 5 stars 4.09  ·  rating details  ·  11 ratings  ·  2 reviews
The projection of authenticity isone of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity. ...more
Hardcover, 260 pages
Published December 15th 2009 by Palgrave Macmillan (first published 2009)
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Ruth
Response whilst reading: yep, doing that. Yep, doing that as well. About to start doing that. Yep, doing that. Conclusion: Yellow House Kitchen has all the makings of an authentic brand (signed off by the artisan amateur)
getAbstract
Building brands that feel real

Authenticity, by its very nature, can’t be faked – at least not for long. Consumers know intuitively when something is authentic, regardless of what marketers say. People yearn to feel enthusiastic about the products they buy. They seek brands that make them feel validated, understood and connected, and when they find them, they demonstrate their loyalty. That’s why fans display tattoos of the Harley-Davidson logo, or make pilgrimages to the Zippo Visitors Center, o
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Building Brand Authenticity: 7 Habits of Iconic Brands Building Brand Authenticity: 7 Habits of Iconic Brands Branding in Industrial Markets. Journal of Business and Industrial Marketing, Volume 22, Issue 6. Why Women Shop: Secrets Revealed

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