NB: eBook is only available for a single-user licence (i.e. not for multiple / networked users).
This eBook can be read both online and offline via the Kortext website or App.
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