Michael Beverland, Pinar Cankurtaran

Brand Management

Co-creating Meaningful Brands

• Broschiertes 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.

Produktdetails

• Verlag: Sage Publications Ltd
• 3 Revised edition
• Seitenzahl: 440
• Erscheinungstermin: 28. März 2024
• Englisch
• Abmessung: 235mm x 191mm x 24mm
• Gewicht: 862g
• ISBN-13: 9781529616972
• ISBN-10: 1529616972
• Artikelnr.: 69188313

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