Brand management : co-creating meaningful brands / Michael Beverland.
By: Beverland, Michael.Material type: BookCall no.: HF5415.1255 .B474 2018Publication: London : SAGE, 2018Description: xvi, 400 p. : col. ill.ISBN: 9781473951983 (pbk.); 1473951984 (pbk.); 9781473951976 (hbk.); 1473951976 (hbk.).Subject(s): Branding (Marketing)
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Includes bibliographical references and index.
Part I: Foundations of co-creating brand meaning – 1. Brands and branding – 2. Understanding brand users – 3. Brand equity – 4. Data, insights, and measurement – Part II: Co-creating brand meaning over time – 5. The beginnings-new brand co-creation – 6. Building and maintaining a brand’s position – 7. Extending the brand, partnering, and managing brand portfolios – 8. Brand innovation: Revitalizing and refreshing brands – Part III: Brand management challenges – 9. Global branding – 10. Corporate branding, services, and business-to-business branding – 11. Ethics and brands – 12. Managing brand crisis.
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