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Brand Management
Co-creating Meaningful Brands
By: Michael Beverland, Pinar Cankurtaran
Paperback | 26 June 2024 | Edition Number 3
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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.
Industry Reviews
ISBN: 9781529616972
ISBN-10: 1529616972
Published: 26th June 2024
Format: Paperback
Language: English
Number of Pages: 440
Audience: College, Tertiary and University
Publisher: SAGE PUBLICATIONS
Country of Publication: GB
Edition Number: 3
Edition Type: Revised
Dimensions (cm): 18.7 x 23.2 x 2.5
Weight (kg): 0.75
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