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020 _a1529616980
020 _a9781529616989
020 _a1529616972
_qpaperback
020 _a9781529616972
_qpaperback
041 _aeng
050 4 _aHF5415.1255
_b.B448 2024x
082 0 0 _223
_a658.827
100 1 _aBeverland, Michael,
_eauthor.
_1https://id.oclc.org/worldcat/entity/E39PCjtrtyfbVJpdYj3D7FrbYd.
245 1 0 _aBrand management :
_bco-creating meaningful brands /
_cMichael Beverland and Pinar Cankurtaran.
250 _aThird edition.
264 1 _aLondon :
_bSage Publications,
_c[2024]
264 4 _c2024.
300 _axx, 415 pages :
_billustrations (color) ;
_c23 cm.
336 _atext
_btxt
_2rdacontent.
337 _aunmediated
_bn
_2rdamedia.
338 _avolume
_bnc
_2rdacarrier.
500 _aPrevious edition: 2021.
504 _aIncludes bibliographical references and index.
505 0 _aPart I: Foundations of Co-creating Brand Meaning. Brands and Branding -- Understanding Brand Users -- Brand Equity -- Data, Insights, and Measurement -- Part II: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning. Creating New Brands -- Brand Assets and Experiences -- Brand Consistency -- Managing Brand Growth -- Brand Relevance -- Communal Branding -- Part III: Brand Management Challenges. Globalization and Branding -- Ethics and Branding.
520 _aThis 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.
650 0 _aBranding (Marketing)
650 0 _aBrand name products.
700 1 _aCankurtaran, Pinar,
_eauthor.
942 _2ddc
_cBK
_01