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.
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