Brand Management: Co-creating Meaningful Brands
ISBN-13:
9781473951976
ISBN-10:
1473951976
Edition:
1
Author:
Michael Beverland
Publication date:
2018
Publisher:
SAGE Publications Ltd
Format:
Hardcover
416 pages
Category:
Marketing
,
Marketing & Sales
FREE US shipping
Book details
ISBN-13:
9781473951976
ISBN-10:
1473951976
Edition:
1
Author:
Michael Beverland
Publication date:
2018
Publisher:
SAGE Publications Ltd
Format:
Hardcover
416 pages
Category:
Marketing
,
Marketing & Sales
Summary
Brand Management: Co-creating Meaningful Brands (ISBN-13: 9781473951976 and ISBN-10: 1473951976), written by authors
Michael Beverland, was published by SAGE Publications Ltd in 2018.
With an overall rating of 3.6 stars, it's a notable title among other
Marketing
(Marketing & Sales) books. You can easily purchase or rent Brand Management: Co-creating Meaningful Brands (Hardcover) from BooksRun,
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Marketing
books
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And, if you're looking to sell your copy, our current buyback offer is $0.3.
Description
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. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
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