Brand management : co-creating meaningful brands / Michael Beverland.
Material type:
TextPublication details: London : SAGE, 2018Description: xvi, 400 pages : col. illustrations ; 23 cmISBN: - 9781473951983
- HF 5415.1255 B48B 2018
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General Book
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SPU Library, Bangkok (Main Campus) | General Books (ENGLISH) | Floor 6: General Shelves (ENGLISH): H, J | HF 5415.1255 B48B 2018 (Browse shelf(Opens below)) | Available | F068002 |
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| HF 5415.1255 ส861ป 2559 ปั้นแบรนด์ให้ดัง--เดี๋ยวตังค์มาเอง / [book] | HF 5415.1255 อ122บ 2565 Branding Secret เคล็ดลับปั้นปรับแบรนด์ให้ปังในยุคดิจิทัล / | HF 5415.1255 B35M 2019 Myths of branding : a brand is just a logo, and other popular misconceptions / | HF 5415.1255 B48B 2018 Brand management : co-creating meaningful brands / | HF 5415.1255 E36 2017 E-commerce branding / | HF 5415.1255 H64C 2010 Cultural strategy : using innovative ideologies to build breakthrough brands / | HF 5415.1255 K44P 2016 The physics of brand : understand the forces behind brands that matter / |
Includes bibliographical references and index
Part I: Foundations of co-creating brand meaning – 1. Brands and branding – 2. Understanding brand users – 3. Brand equity – 4. Data, insights, and measurement – Part II: Co-creating brand meaning over time – 5. The beginnings-new brand co-creation – 6. Building and maintaining a brand’s position – 7. Extending the brand, partnering, and managing brand portfolios – 8. Brand innovation: Revitalizing and refreshing brands – Part III: Brand management challenges – 9. Global branding – 10. Corporate branding, services, and business-to-business branding – 11. Ethics and brands – 12. Managing brand crisis.
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