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.