TY  - BOOK
AU  - Beverland,Michael
TI  - Brand management: co-creating meaningful brands 
SN  - 9781473951983 (paperback)
AV  - HD69.B7 
PY  - 2018///
CY  - Los Angeles
PB  - SAGE
KW  - Branding (Marketing)
N1  - 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
N2  - 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
ER  -