Brand Management - Co-Creating Meaningful Brands

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.

List of contents

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

About the author

Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK. 

Product details

• Authors: Michael Beverland, Michael Cankurtaran Beverland, Pinar Cankurtaran
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Hardback
• Released: 01.04.2024
• EAN: 9781529616989
• ISBN: 978-1-5296-1698-9
• No. of pages: 440
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, Sales & marketing, Brands and branding, For higher / tertiary / university education, Textbook, coursework