Description
Book SynopsisPresenting 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.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.
Table of ContentsPart I: Foundations of Co-creating Brand Meaning Chapter 1: Brands and Branding Chapter 2: Understanding Brand Users Chapter 3: Brand Equity Chapter 4: Data, Insights and Measurement Part II: Sustaining, Growing and Renewing Brand Meaning Chapter 5: Creating New Brands Chapter 6: Brand Consistency Chapter 7: Managing Brand Growth Chapter 8: Brand Relevance Chapter 9: Communal Branding Part III: Brand Management Challenges Chapter 10: Globalization and Branding Chapter 11: Ethics and Brand Purpose Chapter 12: Managing Brand Crises
