Brand management : co-creating meaningful brands
by
 
Beverland, Michael, author.

Title
: 
Brand management : co-creating meaningful brands

Author
: 
Beverland, Michael, author.

ISBN
: 
9781473951976
 
9781473951983

Personal Author
: 
Beverland, Michael, author.

Physical Description
: 
xvi, 400 pages : color illustrations ; 24 cm

Contents
: 
Part I: Foundations of co-creating brand meaning -- 1. Brands and branding -- 2. Understanding brand users -- 3. Brand equity -- 4. Data, insights, and measurement -- Part II: Co-creating brand meaning over time -- 5. The beginnings-new brand co-creation -- 6. Building and maintaining a brand's position -- 7. Extending the brand, partnering, and managing brand portfolios -- 8. Brand innovation: Revitalizing and refreshing brands -- Part III: Brand management challenges -- 9. Global branding -- 10. Corporate branding, services, and business-to-business branding -- 11. Ethics and brands -- 12. Managing brand crisis.

Abstract
: 
This title 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.

Subject Term
: 
Branding (Marketing)


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