Brand Management : Co-Creating Meaningful Brands
Beverland, Michael
ISBN 10: 1529720125 ISBN 13: 9781529720129
Published by SAGE Publications, Limited, 2021
Used
Soft cover
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Better World Books, Mishawaka, IN, U.S.A.
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About this Item
Description:
Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 42343322-75
Synopsis:
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.
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.
"About this title" may belong to another edition of this title.
Bibliographic Details
Title: Brand Management : Co-Creating Meaningful ...
Publisher: SAGE Publications, Limited
Publication Date: 2021
Binding: Soft cover
Condition: Very Good
Edition: 2nd Edition