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Brand Management - Co-Creating Meaningful Brands
Michael Beverland, 2021

ISBN10: n/a    ISBN13: 9781529720129


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 brands 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 Hollands rebrand as The Netherlands. Online resources for instructors and students: study.sagepub.com/beverland2e