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.
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.
Supplements
Instructors:
- PowerPoint Slides
Students:
- Moving Brands videos
- Journal articles
- Video links
- Web links
This textbooks offers cutting edge insights on how to manage a brand given the consumer’s active role in creating brand meaning. How to harness consumer’s creativity to generate and maintain compelling brand narratives is a key feature. A must read for aspiring brand managers.
In this book, Beverland blends his sharp intellect with a clear, witty and engaging writing style that will entice students and academics to think deeply. He sets branding into its social and business context, with strong links to broader marketing theory as well as a frank and encouraging treatment of future brand challenges.
Amazing! Michael Beverland has distilled a great amount of evidence from around the world to produce a clear and succinct text on brand management, with a focus on consumers as co-creator of meanings. The new insights address the brand challenges of our time. This is a remarkable example of relevance for both academics and practitioners.
This is a useful addition to the module which provides the students with information to consider branding issues in relation to leadership. The author has presented information in a way that is easy for the students to interpret and understand. I have placed this book onto our reading list.
Brand Management by Michael Beverland is well-presented. Structure and content are very user-friendly.
The content and design of the book are modern, fresh and relevant.
