Michael Beverland, Pinar Cankurtaran

Brand Management

• Gebundenes Buch

Produktbeschreibung

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.

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Produktdetails

• Verlag: SAGE Publications Ltd
• 3. Auflage
• Seitenzahl: 440
• Erscheinungstermin: 14. März 2024
• Englisch
• Abmessung: 241mm x 196mm x 28mm
• Gewicht: 1010g
• ISBN-13: 9781529616989
• ISBN-10: 1529616980
• Artikelnr.: 69187607

Autorenporträt

Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK. 

Inhaltsangabe

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: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding

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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: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding

Rezensionen

This wonderful book discusses established and fresh branding practices. It is an important source of knowledge and inspiration for marketing students and brand managers in a networked and fast-changing world. Holger Schmidt 20230816