Building Brand Authenticity

1. Front Matter

   Pages i-xiv

   PDF

2. The New Brand Reality

   • Michael Beverland

   Pages 1-12

3. Why Authenticity?

   • Michael Beverland

   Pages 13-28

4. The Authenticity of Stories

   • Michael Beverland

   Pages 29-61

5. Appearing as Artisanal Amateurs

   • Michael Beverland

   Pages 63-83

6. Sticking to Your Roots

   • Michael Beverland

   Pages 85-102

7. Love the Doing

   • Michael Beverland

   Pages 103-120

8. Market Immersion

   • Michael Beverland

   Pages 121-139

9. Be at One with the Community

   • Michael Beverland

   Pages 141-157

10. Indoctrinate Staff into the Brand Cult

    • Michael Beverland

    Pages 159-174

11. What Can You Do?

    • Michael Beverland

    Pages 175-190

12. Back Matter

    Pages 191-219

    PDF

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.

• brand
• consumer
• marketing
• research

"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

• RMIT University, Australia

  Michael Beverland

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

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