Michael Beverland

Brand Management (eBook, ePUB)

Co-creating Meaningful Brands

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 424
• Erscheinungstermin: 3. Februar 2021
• Englisch
• ISBN-13: 9781529755275
• Artikelnr.: 60303337

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