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Brand management :co-creating meanin...

Beverland, Michael.

Brand management :co-creating meaningful brands /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Brand management :/ Michael Beverland and Pinar Cankurtaran.
其他題名:	co-creating meaningful brands /
作者:	Beverland, Michael.
其他作者:	Cankurtaran, Pinar.
出版者:	London :Sage,c2024.
面頁冊數:	xx, 415 p. :col. ill. ;24 cm.
附註:	Previous edition: 2021.
標題:	Branding (Marketing) -
ISBN:	1529616980
ISBN:	9781529616989
ISBN:	1529616972
ISBN:	9781529616972

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

Brand management :co-creating meaningful brands /Michael Beverland and Pinar Cankurtaran. - 3rd ed. - London :Sage,c2024. - xx, 415 p. :col. ill. ;24 cm.

Previous edition: 2021.

Includes bibliographical references (p. [383]-404) and index.

Part I: Foundations of Co-creating Brand Meaning. Brands and Branding -- Understanding Brand Users -- Brand Equity -- Data, Insights, and Measurement -- Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning. Creating New Brands -- Brand Assets and Experiences -- Brand Consistency -- Managing Brand Growth -- Brand Relevance -- Communal Branding -- Part III: Brand Management Challenges. Globalization and Branding -- Ethics and Branding.

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.The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tonys Chocolonely.Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level.

ISBN: 1529616980Subjects--Topical Terms:

187439
Branding (Marketing)

LC Class. No.: HF5415.1255 / .B448 2024

Dewey Class. No.: 658.827

Brand management :co-creating meaningful brands /
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500 $a Previous edition: 2021.
504 $a Includes bibliographical references (p. [383]-404) and index.
505 0 $a Part I: Foundations of Co-creating Brand Meaning. Brands and Branding -- Understanding Brand Users -- Brand Equity -- Data, Insights, and Measurement -- Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning. Creating New Brands -- Brand Assets and Experiences -- Brand Consistency -- Managing Brand Growth -- Brand Relevance -- Communal Branding -- Part III: Brand Management Challenges. Globalization and Branding -- Ethics and Branding.
520 $a 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.The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tonys Chocolonely.Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level.
650 0 $a Branding (Marketing) $3 187439
650 0 $a Brand name products. $3 149447
700 1 $a Cankurtaran, Pinar. $3 1000157473