Brand Management

2nd Edition

Co-creating Meaningful Brands

Michael Beverland
eISBN-13: 9781529755275

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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. 

ISBNs 9781529755275, 1529755271, 9781529720129, 9781529720129
Language English
Number of Pages 424
Edition 2nd