9781473951983-1473951984-Brand Management: Co-creating Meaningful Brands

Brand Management: Co-creating Meaningful Brands

ISBN-13: 9781473951983
ISBN-10: 1473951984
Edition: 1
Author: Beverland, Michael
Publication date: 2018
Publisher: SAGE Publications Ltd
Format: Paperback 416 pages
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Book details

ISBN-13: 9781473951983
ISBN-10: 1473951984
Edition: 1
Author: Beverland, Michael
Publication date: 2018
Publisher: SAGE Publications Ltd
Format: Paperback 416 pages

Summary

Acknowledged authors Beverland, Michael wrote Brand Management: Co-creating Meaningful Brands comprising 416 pages back in 2018. Textbook and eTextbook are published under ISBN 1473951984 and 9781473951983. Since then Brand Management: Co-creating Meaningful Brands textbook was available to sell back to BooksRun online for the top buyback price of $ 2.66 or rent at the marketplace.

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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