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.

nexusstc/Brand Management: Co-Creating Meaningful Brands/05d6957a8b39e9ee4fe60fa91eb6778a.epub

lgrsnf/Beverland_Brand Management. Co-creating Meaningful Brands.epub

zlib/Business & Economics/Sales & Marketing/Michael Beverland/Brand Management: Co-Creating Meaningful Brands_5500105.epub

大手笔是怎样炼成的(套装共4册)

Beverland, Michael

谢亦森

Learning Matters Ltd

长江文艺出版社

United Kingdom and Ireland, United Kingdom

1, 2018-02-12

London, 2018

lg2520537

sources:
978-1-4739-5198-3

{"isbns":["1473951976","9781473951976"],"last_page":416,"publisher":"Sage Publications Ltd"}

This title 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

2020-05-11