Brand Management: Co-creating Meaningful Brands
Brand Management: Co-creating Meaningful Brands
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Brand Management: Co-creating Meaningful Brands
M. Beverland
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17 Feb 2025
Brand Management: Co-creating Meaningful Brands
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Description
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.
Product Information
ISBN13 (SKU)
9781529720129
Title
Brand Management: Co-creating Meaningful Brands
Author
M. Beverland
Edition
2nd
Publisher
SAGE UK
Publication Date
2021
Format Type
Physical
