Brand Management: Co-creating Meaningful Brands (Third Edition)

By: Michael Beverland and Pinar Cankurtaran

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9781529678956
Related ISBNs:: 9781529677362, 9781529616989, 9781529675771, 9781529616972, 9781529755275
Publisher:: SAGE Publications
Date of Addition:: 03/27/24
Copyrighted By:: Michael Beverland and Pinar Cankurtaran
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance, Sociology
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.