Brand Management (2nd Edition)

Co-creating Meaningful Brands

Brand Management (2nd Edition)
Michael Beverland
RRP:
NZ$ 160.99
Our Price:
NZ$ 136.84
Paperback
h232 x 186mm - 432pg
19 Feb 2021 UK
International import eta 10-19 days
9781529720129
Out Of Stock
Currently no stock in-store, stock is sourced to your order
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. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland' s rebrand as The Netherlands.
Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.
Status: No local stock, title imported to order
ISBN-13: 9781529720129
Published: 19 Feb 2021
Published In: United Kingdom
Imprint: SAGE Publications
Publisher: SAGE Publications
Format: Paperback
Height: 232mm
Width: 186mm
Weight: 810g
Pages: 432

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