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Brand Management de Michael Beverland

Brand Management

Autor Michael Beverland, Pinar Cankurtaran
en Limba Engleză Paperback – 28 mar 2024
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.
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Specificații

ISBN-13: 9781529616972
ISBN-10: 1529616972
Pagini: 436
Dimensiuni: 186 x 232 x 24 mm
Greutate: 0.78 kg
Ediția:3. Auflage
Editura: SAGE Publications Ltd

Cuprins

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: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding