Brand management : co-creating meaningful brands / Michael Beverland.  (Text) (Text)

Beverland, Michael
Call no.: HF5415.1255 .B474 2021Publication: [London] : SAGE, c2021Edition: 2th edDescription: xx, 410 p. : col. ill., tables, mapsNotes: Previous edition: 2018.; Includes bibliographical references and index.ISBN: 9781529720129 (pbk.); 1529720125 (pbk.)Subject(s): Branding (Marketing)LOC classification: HF5415.1255 | .B474 2021
Contents: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, sustaining, growing, and renewing brand meaning -- 5. Creating new brands -- 6. Brand consistency -- 7. Managing brand growth -- 8. Brand relevance -- 9. Communal branding -- Part III: Brand management challenges -- 10. Globalization and branding -- 11. Ethics and brand purpose -- 12. Managing brand crisis.
Summary: 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.
แสดงรายการนี้ใน: TUBA-NewBook-2021-06-01(ENG)
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Previous edition: 2018.

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, sustaining, growing, and renewing brand meaning -- 5. Creating new brands -- 6. Brand consistency -- 7. Managing brand growth -- 8. Brand relevance -- 9. Communal branding -- Part III: Brand management challenges -- 10. Globalization and branding -- 11. Ethics and brand purpose -- 12. Managing brand crisis.

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.

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