000			02356nam a22002655i 4500
001			23244465
005			20240627112129.0
008			230726s2024 cau 000 0 eng
010			_a 2023943226
020			_a9781529616972
040			_aDLC _beng _erda _cDLC
041			_aeng
050			_aHF5415.1255 _b.B448 2024
100			_aBeverland, Michael _eauthor _923761
245	1	0	_aBrand management _b: co-creating meaningful brands _c/ Michael Beverland, Pinar Cankurtaran.
250			_aThird edition.
260			_aLondon ; Thousand Oaks, CA: Sage Publications, 2024.
300			_a413 pages : _billustrations, charts, tables (color) ; _c24 cm.
505			_apt. 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.
520			_aThis 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.
650		0	_aBranding (Marketing) _96284
650		0	_aBrand name products _92371
700			_aCankurtaran, Pinar _eauthor _923762
942			_2lcc
999			_c4241 _d4241