(eBook PDF) Brand Management: Co-creating Meaningful Brands – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 9781473951983
• ISBN-13 ‏ : ‎ 978-1473951983
• Author: Michael Beverland (Author)brand management co-creating meaningful brands pdf

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.

To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite.

Table contents:

Part I Foundations of Co-creating Brand Meaning

1 Brands and Branding

2 Understanding Brand Users

3 Brand Equity

4 Data, Insights, and Measurement

Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning

5 Creating New Brands

6 Brand Consistency

7 Managing Brand Growth

8 Brand Relevance

9 Communal Branding

Part III Brand Management Challenges

10 Globalization and Branding

11 Ethics and Brand Purpose

12 Managing Brand Crisis

Bibliography

Index

 

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