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Brand Management

Brand Management
Co-creating Meaningful Brands

Third Edition
Additional resources:

May 2024 | 440 pages | SAGE Publications Ltd
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.

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.

Michael Beverland is Professor of Brand Marketing at University of Sussex Business School.

Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.

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, 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

‘This wonderful book discusses established and fresh branding practices. It is an important source of knowledge and inspiration for marketing students and brand managers in a networked and fast-changing world.’

Holger Schmidt
Professor of Marketing, Koblenz University of Applied Science and author of Co-creating Brands: Brand Management from a Co-creative Perspective (Bloomsbury, 2019)

‘Professor Beverland brings a refreshed, contemporary and authoritative look at Brand Management. He has the great gift of making the complex accessible, explaining the theoretical in relevant and applied ways. This updated 3rd edition is an important read for professional marketers and the best text for students who want to understand brands and branding. My students depend on it!’

Dr. Donald Lancaster
Professor & MBA Director, University of Exeter and Former ad agency executive at DMB&B, WPP (JWT, Ogilvy), and IPG (Lowe, Lintas)

‘I am highly recommending this book because very few books on the market capture up-to-date perspectives on multiple brand positioning approaches.’

Dr. Huy Xuan Nguyen
Lecturer in Brand Management, University of Sussex

‘This is the best textbook on brand - totally current, and alive to both business and culture.’

Robert Jones
brand strategist and Professor of Brand Leadership, University of East Anglia

‘In this excellent book, Beverland not only provides a comprehensive approach to the many varied topics relevant to branding, but also expertly weaves together scholarly traditions such as cultural, behavioural, creative and corporate theories of brand management. I have been able to use this text with undergraduate, MBA and MSc. courses, and the rich material - presented in a way that is simultaneously sophisticated and accessible - has brought my students rich insight and deep understanding.’

Associate Professor Sarah Wilner
Chair, Brand Communications, Lazaridis School of Business & Economics, Wilfrid Laurier University, Ontario, Canada

‘This book is not only great in content and fully up-to-date with modern views on branding for a business student audience as we have very successfully used it in the last two years in our course on Branding and Product Commercialization aimed at student in Strategic Product Design. It's by far my preferred book for courses that integrate branding, innovation and design.’

Prof. Dr. Erik Jan Hultink
Professor of Brand & Product Commercialization, Faculty of Industrial Design Engineering, Delft University of Technology, The Netherlands

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