Description

Book Synopsis
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.

Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.


Table of Contents
Part 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

Brand Management: Co-creating Meaningful Brands

    Product form

    A Paperback / softback by Michael Beverland

    £38.99

    Includes FREE delivery

    RRP £51.99 – you save £13.00 (25%)

    Order before 4pm today for delivery by Wed 26 Aug 2026.

    2 in stock

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of Brand Management: Co-creating Meaningful Brands by Michael Beverland

      Book details

      Publisher Sage Publications
      Imprint Sage Publications Ltd
      Published 19 February 2021
      ISBN-13 9781529720129
      978-1529720129
      ISBN-10 1529720125
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      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.

      Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.


      Table of Contents
      Part 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

      Recently viewed products

      © 2026 Book Curl

        • American Express
        • Apple Pay
        • Diners Club
        • Discover
        • Google Pay
        • Maestro
        • Mastercard
        • PayPal
        • Shop Pay
        • Union Pay
        • Visa

        Login

        Forgot your password?

        Don't have an account yet?
        Create account