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Michael Beverland
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Building Brand Authenticity: 7 Habits of Iconic Brands 2009th Edition

by M. Beverland (Author)
4.4 4.4 out of 5 stars 9 ratings
See all formats and editions
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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.
Previous page
  1. ISBN-10
    0230580319
  2. ISBN-13
    978-0230580312
  3. Edition
    2009th
  4. Publisher
    Palgrave Macmillan
  5. Publication date
    October 22, 2009
  6. Language
    English
  7. Dimensions
    9.2 x 6.4 x 0.8 inches
  8. Print length
    233 pages
  9. See all details
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Editorial Reviews

Review

"There are only a few people on the planet that can combine the academic knowledge and practical insights of Mike Beverland. His new book offers invaluable insights on branding and should be a must-buy for those in the know. In fact it will almost certainly become the authentic guide to brand authenticity". - Mark Ritson, Associate Professor, Melbourne Business School

Beverland demonstrates brilliantly that authentic brands are built on the paradox between traditional craft skills and break-through

innovations. 'Building Brand Authenticity' makes a powerful argument for rejecting a focus on brand image and instead returning to a love of craft and the devotion of dedicated employees.' - Professor Richard Elliott, Dean, School of Management, University of Bath

About the Author

MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, Journal of Product Innovation Management, and the European Journal of Marketing. He has also received several large competitive research grants from the Australian Research Council to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.
michael.beverland@rmit.edu.au; mbeverland@yahoo.com

Product details

  • Publisher ‏ : ‎ Palgrave Macmillan; 2009th edition (October 22, 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 233 pages
  • ISBN-10 ‏ : ‎ 0230580319
  • ISBN-13 ‏ : ‎ 978-0230580312
  • Item Weight ‏ : ‎ 1.13 pounds
  • Dimensions ‏ : ‎ 9.2 x 6.4 x 0.8 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 9 ratings

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Michael Beverland

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Customer reviews

4.4 out of 5 stars
4.4 out of 5
9 global ratings

Top reviews from the United States

Karen Wright
5.0 out of 5 stars Great thought startes about your brand story
Reviewed in the United States on December 11, 2014
Verified Purchase
Great techniques in here for startup brands or even larger brands who are struggling to find or remember who they are. Generation Y craves authenticity and it is very important in today’s marketing world. Gives you food for thought in your marketing strategy and communications. I particularly like how this book applies these habits to both large and small companies. Would recommend for any Marketer.
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Avia
3.0 out of 5 stars Thinking outside the box
Reviewed in the United States on March 15, 2014
Verified Purchase
This book is a book about branding and marketing. It is an interesting read for marketing people, students studying marketing or managers looking to manage their brands. Michael gives a look at iconic brands and why they are successful.
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Rolf Dobelli
5.0 out of 5 stars Building brands that feel real
Reviewed in the United States on May 3, 2010
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, or even pay hundreds of dollars for Manolo Blahnik high heels. Yet these brand-devoted consumers are quick to blog, tweet or text when a product doesn't meet their expectations for authenticity and quality. You'll nod in recognition as branding expert Michael B. Beverland identifies "seven habits" of authentic brands, including passion for excellence, devotion to a craft, and respect for heritage, tradition and place. His use of inside-the-arena marketing war stories will intrigue any marketer and many consumers. While smoothly written, his book would benefit from a fresher graphic design, since its long, unbroken paragraphs make it challenging to read. But, if you stick with it, getAbstract promises you'll find smart, knowledgeable - and authentic - branding advice.
One person found this helpful
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