Pinar Cankurtaran & Michael Beverland 
Brand Management [PDF ebook] 
Co-creating Meaningful Brands

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.



The latest edition continues to provide 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. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely.



Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. 



This textbook is essential reading for all students studying branding and brand management at university level.




Michael Beverland is Professor of Brand Marketing at University of Sussex Business School.




Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.

 

Tabella dei contenuti

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, Sustaining, Growing, and Renewing Brand Meaning

Chapter 5: Creating New Brands

Chapter 6: Brand Assets and Experiences

Chapter 7: Brand Consistency

Chapter 8: Managing Brand Growth

Chapter 9: Brand Relevance

Chapter 10: Communal Branding

Part III: Brand Management Challenges

Chapter 11: Globalization and Branding

Chapter 12: Ethics and Branding

Circa l’autore

Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.