Brand management : co-creating meaningful brands

Michael Beverland, Pinar Cankurtaran

Beskrivelse

This textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. It provides a equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today.

Indhold

Seneste udgave,

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 Brand Meaning Over Time: Chapter 5: The Beginnings - New Brand Co-Creation ; Chapter 6: Building and Maintaining a Brand's Position ; Chapter 7: Extending the Brand, Partnering, and Managing Brand Portfolios ; Chapter 8: Brand Innovation: Revitalizing and Refreshing Brands. Part III: Brand Management Challenges: Chapter 9: Global Branding ; Chapter 10: Corporate Branding, Services, and Business-to-Business Branding ; Chapter 11: Ethics and Brands ; Chapter 12: Managing Brand Crisis