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Item Details
| Title:
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BRAND MANAGEMENT
CO-CREATING MEANINGFUL BRANDS |
| By: |
Michael B. Beverland |
| Format: |
Hardback |
| List price:
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£126.00 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1473951976 |
| ISBN 13: |
9781473951976 |
| Publisher: |
SAGE PUBLICATIONS LTD |
| Pub. date: |
1 January, 2018 |
| Pages: |
449 |
| Description: |
Presents the basics of brand management, providing both a theoretical and practical guide to brands, and placing emphasis on the theory that the consumer is a co-creator in a brand's identity. |
| Synopsis: |
Brand Management: Co-creating Meaningful Brands presents the basics of brand management, providing both a theoretical and practical guide to brands, and 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 a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, further figures and case studies, and exclusive videos with a professional brand consultant.Suitable reading for students of branding and brand management modules. |
| Publication: |
UK |
| Imprint: |
SAGE Publications Ltd |
| Returns: |
Returnable |
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