Building brand authenticity: 7 habits of iconic brands
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Basingstoke
Palgrave Macmillan
2009
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 219 S. Ill. |
| ISBN: | 9780230580312 0230580319 |
Staff View
MARC
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Record in the Search Index
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| adam_text | BUILDING BRAND AUTHENTICITY 7 HABITS OF ICONIC BRANDS MICHAEL BEVERLAND
PROFESSOR OF MARKETING, RMIT UNIVERSITY CONTENTS LIST OF FIGURES AND
TABLES ACKNOWLEDGEMENTS CHAPTER 1 THE NEW BRAND REALITY INTRODUCTION
WHAT IS WRONG WITH BRANDS TODAY? BOOK STRUCTURE CONCLUSION SIDE BAR:
ZIPPO - STILL THE BEST LIGHTER MONEY CAN BUY SIDE BAR: DATA AND ALL THAT
XI XIII 1 1 4 6 10 10 11 CHAPTER 2 WHY AUTHENTICITY? A TALE OF TWO
BRANDS WHAT IS AUTHENTICITY? WHO DETERMINES BRAND AUTHENTICITY? WHY DO
CONSUMERS LOOK FOR AUTHENTICITY IN BRANDS? HOW DO MARKETERS
BUILD/DESTROY AUTHENTICITY? CONCLUSION 13 13 15 17 21 25 27 CHAPTER 3
THE AUTHENTICITY OF STORIES WEAPONS OF MASS DESTRUCTION AND WOODEN
CHASSIS WHY DO BRAND STORIES CREATE AUTHENTICITY? THE TEN STORIES BEHIND
AUTHENTIC BRANDS FOUNDING SIDE BAR: BURT AND HIS BEES FAMILY CONFLICT
AND STRUGGLE TRIUMPH AND TRAGEDY CREATION HISTORY SIDE BAR: LIFE DURING
WARTIME COMMUNITY PLACE CONSUMERS PRODUCT/SERVICE CONCLUSION 29 33 37 37
40 42 44 46 48 51 52 54 56 58 59 60 VII CONTENTS CHAPTER 4 APPEARING AS
ARTISANAL AMATEURS 63 ALTOIDS AND THE P&G EFFECT 63 SIDE BAR: LESS IS
MORE - RETURNING CRACKER BARREL TO ITS ROOTS 65 AMATEURS , ARTISANS ,
AND APPEARANCES 66 WHAT MAKES A BRAND APPEAR ARTISANAL AND AMATEURISH?
68 ONE: EMPHASIZING CRAFT TRADITIONS 68 TWO: I WASN T FORMALLY TRAINED
70 THREE: WE DON T DO MARKETING 72 FOUR: I LOVE WHAT I DO! 73 FIVE: LUCK
PLAYED A BIG ROLE 74 SIX: ADMIT FAILURE 76 SEVEN: WE JUST WANT TO HAVE
FUN! 77 EIGHT: NOT BAD FOR NO BUDGET 80 THEOTHERHALFOFTHESTORY 81
CONCLUSION 82 CHAPTER 5 STICKING TO YOUR ROOTS 85 TAKING PHOTOS AT
MELBOURNE AIRPORT 85 WHAT STICKING TO YOUR ROOTS DOESN T MEAN 87 HOW TO
STICK TO YOUR ROOTS? 88 SIDE BAR: THE OTHER DR PEPPER 89 ONE: STYLISTIC
CONSISTENCY 90 SIDE BAR: TIGER BALM 9 1 TWO: RETAINING TRADITION 93
THREE: THE FOUNDING SPIRIT 95 FOUR: TELLING MORALISTIC TALES 96 FIVE:
RETURNING TO OR CONTINUING ROOTS IN PERIODS OF TRANSITION 98 SIX:
RETAINING COMMUNITY TRADITIONS 99 SEVEN: ENGAGING IN FOCAL ACTIVITIES .
101 CONCLUSION 101 CHAPTER 6 LOVE THE DOING 103 AYN RAND AND JAMES DYSON
103 WHY DO WE LOVE THE LOVERS OF DOING ? 105 HOW TO DEMONSTRATE A LOVE
OF DOING 106 ONE: PRODUCT/PRODUCTION ORIENTATION 107 TWO: EXPERIENCING
PRODUCTION 109 THREE: LEADERS INVOLVED IN PRODUCTION 111 FOUR: ESPOUSED
LOVE OF CRAFT 113 FIVE: THE QUEST FOR EXCELLENCE 115 SIX: BEING
DESIGN-LED 118 CONCLUSION 120 CHAPTER 7 MARKET IMMERSION 121 RIGHT WING
CUSTOMERS 121 SIDE BAR: TATA MOTORS 123 VIII CONTENTS HOW TO BE IMMERSED
IN YOUR MARKET 124 ONE: EMPLOY YOUR CUSTOMERS 124 TWO: LIVE IN THE
MARKET 128 SIDE BAR: HANS BECK AND PLAYMOBIL 130 THREE: TRUST YOUR GUT
131 SIDE BAR: ALESSI 135 FOUR: ALLOW EMPLOYEES TO DABBLE 135 FIVE: SEED
THE FAN BASE 138 CONCLUSION 139 CHAPTER 8 BE AT ONE WITH THE COMMUNITY
141 CHATEAU MARGAUX S COWS 141 AUTHENTICITY IS LOCAL (EVEN WHEN THE
BRAND IS GLOBAL) 142 HOW TO BE AT ONE WITH COMMUNITY 145 ONE: NATION 145
TWO: REGION 147 THREE: INDUSTRY 149 FOUR: CULTURE 152 FIVE: SUBCULTURE
154 CONCLUSION 157 CHAPTER 9 INDOCTRINATE STAFF INTO THE BRAND CULT 159
GORDON RAMSAY 159 HOW TO INDOCTRINATE YOUR STAFF INTO THE BRAND CULT 160
ONE: SELECT CAREFULLY 160 TWO: LOOK AFTER THEIR WELFARE 162 THREE: TELL
THEIR STORIES 164 FOUR: MANAGE NON-PERFORMANCE EARLY 165 FIVE: ENCOURAGE
CREATIVITY . 167 SIX: IMMERSE STAFF IN THE BRAND S CULTURE 169 SEVEN:
LEAD BY EXAMPLE / 171 CONCLUSION 173 CHAPTER 10 WHAT CAN YOU DO? 175
FAKING IT IS HARD 175 DON T JUST SAY IT, SHOW IT! 177 EMBRACE THE
TENSION AT THE HEART OF AUTHENTIC BRANDS 179 PRODUCT, PRODUCT, PRODUCT
(OR SERVICE, SERVICE, SERVICE - OR BOTH) 180 BE PART OF THE CONSUMERS
WORLD 181 AVOID THE TEMPTATION TO EXPLOIT YOUR BRAND FOR COMMERCIAL GAIN
183 EMPLOY A BRAND HISTORIAN 184 DON T BE AFRAID OF LETTING CONSUMERS IN
185 BE OPEN AND HONEST ^ . 187 SIDE BAR: WHAT ABOUT B2B? 189 CONCLUSION
190 IX CONTENTS BIBLIOGRAPHY 191 AUTHOR INDEX 203 BRAND INDEX 207
SUBJECT INDEX 215
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| institution | BVB |
| isbn | 9780230580312 0230580319 |
| language | English |
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| physical | XIV, 219 S. Ill. |
| publishDate | 2009 |
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| publisher | Palgrave Macmillan |
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| spelling | Beverland, Michael Verfasser aut Building brand authenticity 7 habits of iconic brands by Michael Beverland Basingstoke Palgrave Macmillan 2009 XIV, 219 S. Ill. txt rdacontent n rdamedia nc rdacarrier Authentizität (DE-588)4193985-2 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenimage (DE-588)4136439-9 gnd rswk-swf Branding (Marketing) Brand name products. Markenpolitik (DE-588)4144679-3 s Markenimage (DE-588)4136439-9 s Authentizität (DE-588)4193985-2 s DE-604 GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018911765&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Beverland, Michael Building brand authenticity 7 habits of iconic brands Authentizität (DE-588)4193985-2 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| subject_GND | (DE-588)4193985-2 (DE-588)4144679-3 (DE-588)4136439-9 |
| title | Building brand authenticity 7 habits of iconic brands |
| title_auth | Building brand authenticity 7 habits of iconic brands |
| title_exact_search | Building brand authenticity 7 habits of iconic brands |
| title_full | Building brand authenticity 7 habits of iconic brands by Michael Beverland |
| title_fullStr | Building brand authenticity 7 habits of iconic brands by Michael Beverland |
| title_full_unstemmed | Building brand authenticity 7 habits of iconic brands by Michael Beverland |
| title_short | Building brand authenticity |
| title_sort | building brand authenticity 7 habits of iconic brands |
| title_sub | 7 habits of iconic brands |
| topic | Authentizität (DE-588)4193985-2 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| topic_facet | Authentizität Markenpolitik Markenimage |
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