Brand management : co-creating meaningful brands
/ Michael Beverland, Pinar Cankurtaran.
- Third edition.
- London ; Thousand Oaks, CA: Sage Publications, 2024.
- 413 pages : illustrations, charts, tables (color) ; 24 cm.
pt. 1: Foundations of co-creating brand meaning — 1. Brands and branding — 2. Understanding brand users — 3. Brand equity — 4. Data, insights, and measurement — pt. 2: Co-creating, sustaining, growing, and renewing brand meaning — 5. Creating new brands — 6. Brand assets and experiences— 7. Brand consistency — 8. Managing brand growth — 9. Brand relevance — 10. Communal branding — pt. 3: Brand management challenges — 11. Globalization and branding — 12. Ethics and brands.
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. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony's Chocolonely. Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.