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

By:

Beverland, Michael [author.]

Material type: Text

TextPublisher: Los Angeles : SAGE, 2018Description: xvi, 400 pages : color illustrations ; 24 cmISBN:

9781473951983 (paperback)

Subject(s):

Branding (Marketing)

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	Barcode
Book	Main Library Open Shelf	HD69.B7 BEV (Browse shelf(Opens below))	149606	Available	BK136509
Book	Main Library Open Shelf	HD69.B7 BEV (Browse shelf(Opens below))	149605	Available	BK136503
Book	Main Library Open Shelf	HD69.B7 BEV (Browse shelf(Opens below))	149604	Available	BK136506

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Previous	HD 69 BRA Brands and branding :	HD69.B7 BEV Brand management : co-creating meaningful brands /	HD69.B7 BEV Brand management : co-creating meaningful brands /	HD69.B7 BEV Brand management : co-creating meaningful brands /	HD 69.B7 CHE Creating powerful brands.	HD 69.B7 CHE Creating powerful brands :	HD69.B7 DEC From brand vision to brand evaluation	Next

Includes bibliographical references and index.

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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