Brand management : co-creating meaningful brands / Michael Beverland.

By:

Beverland, Michael [author.]

Material type: Text

TextPublication details: London : SAGE Publications Ltd, c2021.Edition: Second editionDescription: xx, 410 pages : illustrations ; 24 cmISBN:

9781529720136
1529720133
9781529720129
1529720125

Subject(s):

Additional physical formats: ebook version :: No titleDDC classification:

658.827 23 BEV

LOC classification:

HF5415.1255 .B448 2021

Contents:

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

Summary: 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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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	658.827 BEV (Browse shelf(Opens below))	Available		47318

Previous edition: 2018.

Includes bibliographical references and index.

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.

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