Brand Management
Co-creating Meaningful Brands
- Michael Beverland - University of Sussex
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.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.
Supplements
Lecturer resources
- PowerPoint Slides
- Test Bank
- Figures and Tables Bank
Student resources
- 'Moving Brands' videos
- Useful Web Links
- Video Links
- SAGE Journal Articles
excellent and comprehensive textbook with well crafted case studies
First I would like to underscors that the book is a very very good book for branding (providing an excellent mix of previous textbooks) and I might clearly use it as a main textbook if I teach branding again in the near future. Yet, I intended to use the book as a complementary ressources to build a sustainable brand (in a sustainable marketing class so not only on branding) and, while it cleary touches the topic (using a mini case for instance: ecotricity) it didn't do so enough. I for instance thought that the last chapter would be more devoted to this topic.