Building Brand Authenticity

Building Brand Authenticity

4.11 - 1251 ratings - Source

The author shows how brands can achieve authenticity, with case studies on well loved and sucessful brands such as Morgan Motor Cars, Harley Davidson, Apple and Chateau Margaux.Finally, assuming brand managers care about authenticity, what can they do about it? Side Bar: ZIPPO a€“STILL THE BEST LIGHTER MONEY CAN BUY Zippo lighters have all the hallmarks of authenticity (over 400 million have been made).

Title:Building Brand Authenticity
Author:Michael Beverland
Publisher:Palgrave Macmillan - 2009-10-22


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