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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.
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.
Chapter 1: Brands and Branding
Chapter 2: Understanding Brand Users
Chapter 3: Brand Equity
Chapter 4: Data, Insights, and Measurement
Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| ISBN-13: | 9781529616989 |
| ISBN-10: | 1529616980 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Beverland, Michael
Cankurtaran, Pinar |
| Auflage: | 3. Auflage |
| Hersteller: | SAGE Publications Ltd |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 241 x 196 x 28 mm |
| Von/Mit: | Michael Beverland (u. a.) |
| Erscheinungsdatum: | 14.03.2024 |
| Gewicht: | 1,01 kg |
Chapter 1: Brands and Branding
Chapter 2: Understanding Brand Users
Chapter 3: Brand Equity
Chapter 4: Data, Insights, and Measurement
Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Assets and Experiences
Chapter 7: Brand Consistency
Chapter 8: Managing Brand Growth
Chapter 9: Brand Relevance
Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding
Chapter 12: Ethics and Branding
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| ISBN-13: | 9781529616989 |
| ISBN-10: | 1529616980 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Beverland, Michael
Cankurtaran, Pinar |
| Auflage: | 3. Auflage |
| Hersteller: | SAGE Publications Ltd |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 241 x 196 x 28 mm |
| Von/Mit: | Michael Beverland (u. a.) |
| Erscheinungsdatum: | 14.03.2024 |
| Gewicht: | 1,01 kg |
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