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Brand Management

Download or Read eBook Brand Management PDF written by Michael Beverland and published by SAGE. This book was released on 2018-01-27 with total page 550 pages. Available in PDF, EPUB and Kindle.
Brand Management
Author :
Publisher : SAGE
Total Pages : 550
Release :
ISBN-10 : 9781526415899
ISBN-13 : 1526415895
Rating : 4/5 (99 Downloads)

Book Synopsis Brand Management by : Michael Beverland

Book excerpt: 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. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.


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