Brand Management

Co-creating Meaningful Brands

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Brand Management by Professor Michael Beverland, SAGE Publications
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Author: Professor Michael Beverland ISBN: 9781526415899
Publisher: SAGE Publications Publication: January 8, 2018
Imprint: SAGE Publications Ltd Language: English
Author: Professor Michael Beverland
ISBN: 9781526415899
Publisher: SAGE Publications
Publication: January 8, 2018
Imprint: SAGE Publications Ltd
Language: English

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative.**

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.

To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite.

The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant.

Suitable reading for students of branding and brand management modules.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative.**

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.

To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite.

The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant.

Suitable reading for students of branding and brand management modules.

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