Brand Management: Co-creating Meaningful Brands [EPUB]

E-Book Overview

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.

E-Book Information

  • Year: 2,018

  • Pages: 416

  • Language: English

  • Topic: 6

  • Identifier: 1473951976,9781473951976

  • Org File Size: 8,258,615

  • Extension: epub

You might also like

Project Management Practitioner's Handbook
Authors: Ralph L. Kliem , Irwin S. Ludin    116    0




внутрифирменное управление
Authors: Щепкин А.В.    241    0


Harvard Business Review (december 2005)
Authors: Harvard Business Review Writers    138    0


Organizational Project Management Maturity Model (opm3) Knowledge Foundation
Authors: Project Management Institute    164    0


технологии производства в рекламе: учеб. пособие
Authors: М. Б. Щепакин , В. И. Петровский , И. Фролов , А. Н. Капитонов    94    0



   40    0


Advances In Electronic Marketing
Authors: Irvine , III Clarke , Theresa B. Flaherty    38    0