Michael Beverland 
Brand Management [EPUB ebook] 
Co-creating Meaningful Brands

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. 

Зміст

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: Sustaining, Growing and Renewing Brand Meaning

Chapter 5: Creating New Brands

Chapter 6: Brand Consistency

Chapter 7: Managing Brand Growth

Chapter 8: Brand Relevance

Chapter 9: Communal Branding

Part III: Brand Management Challenges

Chapter 10: Globalization and Branding

Chapter 11: Ethics and Brand Purpose

Chapter 12: Managing Brand Crises

Про автора

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