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.
Mục lục
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
Giới thiệu về tác giả
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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