Midlands State University Library
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Brand management : co-creating meaningful brands / Michael Beverland.

By: Material type: TextTextPublisher: Los Angeles : SAGE, 2018Description: xvi, 400 pages : color illustrations ; 24 cmISBN:
  • 9781473951983 (paperback)
Subject(s): LOC classification:
  • HD69.B7
Contents:
Part I: Foundations of Co-creating Brand MeaningChapter 1: Brands and BrandingChapter 2: Understanding Brand UsersChapter 3: Brand EquityChapter 4: Data, Insights, and MeasurementPart II: Co-Creating Brand Meaning Over TimeChapter 5: The Beginnings - New Brand Co-CreationChapter 6: Building and Maintaining a Brand's PositionChapter 7: Extending the Brand, Partnering, and Managing Brand PortfoliosChapter 8: Brand Innovation: Revitalizing and Refreshing BrandsPart III: Brand Management ChallengesChapter 9: Global BrandingChapter 10: Corporate Branding, Services, and Business-to-Business BrandingChapter 11: Ethics and BrandsChapter 12: Managing Brand Crisis
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Book Main Library Open Shelf HD69.B7 BEV (Browse shelf(Opens below)) 149606 Available BK136509
Book Book Main Library Open Shelf HD69.B7 BEV (Browse shelf(Opens below)) 149605 Available BK136503
Book Book Main Library Open Shelf HD69.B7 BEV (Browse shelf(Opens below)) 149604 Available BK136506

Includes bibliographical references and index.

Part I: Foundations of Co-creating Brand MeaningChapter 1: Brands and BrandingChapter 2: Understanding Brand UsersChapter 3: Brand EquityChapter 4: Data, Insights, and MeasurementPart II: Co-Creating Brand Meaning Over TimeChapter 5: The Beginnings - New Brand Co-CreationChapter 6: Building and Maintaining a Brand's PositionChapter 7: Extending the Brand, Partnering, and Managing Brand PortfoliosChapter 8: Brand Innovation: Revitalizing and Refreshing BrandsPart III: Brand Management ChallengesChapter 9: Global BrandingChapter 10: Corporate Branding, Services, and Business-to-Business BrandingChapter 11: Ethics and BrandsChapter 12: Managing Brand Crisis

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.

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