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Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
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.
Table of Contents
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