Brand management: co-creating meaningful brands
Beverland, Michael
Brand management: co-creating meaningful brands - 2nd - London Sage Publications Ltd. 2021 - xx, 410 p.
Table of content
Part I: Foundations of Co-creating Brand Meaning
Chapter 1: Brands and Branding Chapter 2: Understanding Brand Users Chapter 3: Brand Equity Chapter 4: Data, Insights and Measurement
Part II: Sustaining, Growing and Renewing Brand Meaning
Chapter 5: Creating New Brands Chapter 6: Brand Consistency Chapter 7: Managing Brand Growth Chapter 8: Brand Relevance Chapter 9: Communal Branding
Part III: Brand Management Challenges
Chapter 10: Globalization and Branding Chapter 11: Ethics and Brand Purpose Chapter 12: Managing Brand Crises
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.
9781529720129
Branding (Marketing)
Brand name products
658.827 / BEV
Brand management: co-creating meaningful brands - 2nd - London Sage Publications Ltd. 2021 - xx, 410 p.
Table of content
Part I: Foundations of Co-creating Brand Meaning
Chapter 1: Brands and Branding Chapter 2: Understanding Brand Users Chapter 3: Brand Equity Chapter 4: Data, Insights and Measurement
Part II: Sustaining, Growing and Renewing Brand Meaning
Chapter 5: Creating New Brands Chapter 6: Brand Consistency Chapter 7: Managing Brand Growth Chapter 8: Brand Relevance Chapter 9: Communal Branding
Part III: Brand Management Challenges
Chapter 10: Globalization and Branding Chapter 11: Ethics and Brand Purpose Chapter 12: Managing Brand Crises
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.
9781529720129
Branding (Marketing)
Brand name products
658.827 / BEV