What will you learn from this book
-
Authenticity in Branding: Exploring the significance of authenticity as a key attribute in brand communication and consumer trust.
-
Consumer Perception of Authenticity: Analyzing how consumers perceive authenticity and how it influences their purchasing decisions.
-
Brand Transparency: Discussing the importance of transparency in brand communication and the consequences of deceptive marketing practices.
-
Ethics and Trust: Addressing the relationship between ethical business practices, trust, and the authenticity of brands.
-
Authenticity vs. Brand Image: Distinguishing between a brand's perceived image and its genuine authenticity, emphasizing the importance of aligning the two.
-
Cultural and Historical Context: Exploring how cultural shifts and historical narratives shape the perception of authenticity in branding.
-
Counterfeit Culture: Discussing the rise of counterfeit products and their impact on consumer perceptions of authenticity and genuine brands.
-
Brand Storytelling: Exploring the role of storytelling in creating an authentic brand narrative that resonates with consumers.
-
Experiential Authenticity: Emphasizing the importance of delivering authentic experiences that align with a brand's promise and values.
-
Long-Term Brand Building: Discussing strategies for long-term brand building rooted in authenticity rather than short-term gimmicks.
| Language | English |
|---|---|
| ISBN-10 | 0-00-714016-9 |
| No of pages | 315 |
| Font Size | Medium |
| Book Publisher | Flamingo |
| Published Date | 01 Nov 2004 |
About Author
Related Books
David Boyle guides us through the next big thing in Western living – the determined rejection of the fake, the virtual, the spun and the mass-produced, in the search for authenticity.
The charms of the global and virtual future we were all brought up to expect, where meals would be eaten in the form of pills and machines would do all our work, have worn rather thin. It's not that we don't want all the advantages of progress, we just want a future that manages to be local and real too.
Tracking the struggle for reality from Japanese theme parks to mock-Tudor villas and from Byron to Big Brother, ‘Authenticity’ explains where our reactions against spin and fakeness come from – and where they are going. The current revival of real food, real business, real culture flies in the face of expert opinion from politicians, economists, advertisers and big business – and they're having to run to keep up as our hype attention-span gets ever shorter.
Optimistic, witty, highly thought-provoking and packed with fascinating stories, Boyle’s search asks whether coolness is dead, how real reality is and whether realpolitik can ever change into real politics. He puts authenticity firmly on the map, lifting the lid on all the other symptoms of this powerful new phenomenon – revealing the unexpected force that looks set to change all our lives.