Brand Management
Co-creating Meaningful Brands
(Sprache: Englisch)
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.
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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.
Inhaltsverzeichnis zu „Brand Management “
Part I: Foundations of Co-creating Brand MeaningChapter 1: Brands and Branding
Chapter 2: Understanding Brand Users
Chapter 3: Brand Equity
Chapter 4: Data, Insights, and Measurement
Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding
Autoren-Porträt von Michael Beverland, Pinar Cankurtaran
Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.
Bibliographische Angaben
- Autoren: Michael Beverland , Pinar Cankurtaran
- 2024, Third Edition, 440 Seiten, Maße: 19,1 x 23,5 cm, Taschenbuch, Englisch
- Verlag: Sage Publications Ltd.
- ISBN-10: 1529616972
- ISBN-13: 9781529616972
- Erscheinungsdatum: 28.03.2024
Sprache:
Englisch
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