Description

Book Synopsis
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.

The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony's Chocolonely.

Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences.

This textbook is essential reading for all students studying branding and brand management at university level.

Michael Beverlandis Professor of Brand Marketing at University of Sussex Business School.

Pinar Cankurtaranis Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.

Brand Management

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    A Paperback by Michael Beverland

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      Book details

      Publisher Sage Publications
      Imprint Sage Publications Ltd
      Published 1/28/2024
      ISBN-13 9781529616972
      978-1529616972
      ISBN-10 1529616972
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis
      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.

      The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony's Chocolonely.

      Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences.

      This textbook is essential reading for all students studying branding and brand management at university level.

      Michael Beverlandis Professor of Brand Marketing at University of Sussex Business School.

      Pinar Cankurtaranis Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.

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