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Presenting the basics of brand management, the second edition provides both a theoretical and practical guide, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity.

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.

Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands. 

Book details

Format
Paperback / softback
Publisher
Sage Publications Ltd
Imprint
Sage Publications Ltd
Author
Michael Beverland, Sage Publications Ltd, Sage Publications Ltd
ISBN-13
9781529720129
Publication date
2021-02-19
Edition
2nd Revised edition
Dimensions
186 mm × 232 mm
Weight
810 g
Country of origin
US

Paperback / softback

Brand Management: Co-creating Meaningful Brands

door Michael Beverland

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