Michael Beverland - Brand Management: Co-Creating Meaningful Brands
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- Book:Brand Management: Co-Creating Meaningful Brands
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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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Co-creating Meaningful Brands
- Michael Beverland
SAGE Publications Ltd
1 Olivers Yard
55 City Road
London EC1Y 1SP
SAGE Publications Inc.
2455 Teller Road
Thousand Oaks, California 91320
SAGE Publications India Pvt Ltd
B 1/I 1 Mohan Cooperative Industrial Area
Mathura Road
New Delhi 110 044
SAGE Publications Asia-Pacific Pte Ltd
3 Church Street
#10-04 Samsung Hub
Singapore 049483
Michael Beverland 2018
First published 2018
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
Library of Congress Control Number: 2017955497
British Library Cataloguing in Publication data
A catalogue record for this book is available from the British Library
ISBN 978-1-4739-5197-6
ISBN 978-1-4739-5198-3 (pbk)
Editor: Matthew Waters
Editorial assistant: Jasleen Kaur
Assistant editor, digital: Chloe Statham
Production editor: Imogen Roome
Marketing manager: Alison Borg
Cover design: Shaun Mercier
Typeset by: C&M Digitals (P) Ltd, Chennai, India
Printed in the UK
Brand Managementis supported by a wealth of online resources for both students and lecturers to help learning and teaching. These resources are available at: https://study.sagepub.com/beverland
- Save timeand support your teaching each week by using the author-prepared PowerPoint slidesfor each chapter
- Visualizethe learning experience for students by drawing on the textbooks bank of imagessaved here
- Enjoyexclusive videosabout a globally renowned and real-life creative agency, Moving Brands, to find out about their views on branding and experiences of working with some of the worlds biggest brands as well as employability tipson how to get into this industry
- Expandwhat you learn in the textbook and from the above videos by reading author-selected academic journals articlesthat will help you to achieve high grades in your assessment
- Explorebrand management even further using the web links
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