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Brand Management (PDF eBook)

Brand Management (PDF eBook)

eBook by Beverland, Michael

Brand Management (PDF eBook)


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Brand Management (PDF eBook)


Presenting the basics of brand management, the book provides both atheoretical and practical guide to brands,placing emphasis on the theory that the consumer is a co-creator in a brands identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and brandinghas changed. The line betweenthe producer and the consumer hasbecome 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 studentsof branding and brand management modules.


Part I: Foundations of Co-creating Brand Meaning Chapter 1: Brands and Branding Chapter 2: Understanding Brand Users Chapter 3: Brand Equity Chapter 4: Data, Insights, and Measurement Part II: Co-Creating Brand Meaning Over Time Chapter 5: The Beginnings - New Brand Co-Creation Chapter 6: Building and Maintaining a Brand's Position Chapter 7: Extending the Brand, Partnering, and Managing Brand Portfolios Chapter 8: Brand Innovation: Revitalizing and Refreshing Brands Part III: Brand Management Challenges Chapter 9: Global Branding Chapter 10: Corporate Branding, Services, and Business-to-Business Branding Chapter 11: Ethics and Brands Chapter 12: Managing Brand Crisis

SAGE Publications
SAGE Publications Ltd
416 pages
Publication Date:
1 Aug 2018

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