Brand Management: Co-creating Meaningful Brands (Second Edition)
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- 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.
- Copyright:
- 2021
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781529755275
- Related ISBNs:
- 9781529755268, 9781526415905, 9781529720136, 9781529755282, 9781529720129
- Publisher:
- SAGE Publications
- Date of Addition:
- 08/24/23
- Copyrighted By:
- Michael Beverland
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Sociology
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.