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.Such a desire leads some fans to tattoo the Apple logo onto their skin, sticker their cars and offices with the brand mark, and even add an Apple sticker to non- Apple products in order to enhance its perceived performance (Kahney 2004a).

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


You Must CONTINUE and create a free account to access unlimited downloads & streaming