Brand management : co-creating meaningful brands /: co-creating meaningful brands. (2021)

• Record Type: Book
• Further Information: Note: Michael Beverland.
• Authors: Beverland, Michael
• Contents: 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: Sustaining, Growing and Renewing Brand Meaning; Chapter 5: Creating New Brands; Chapter 6: Brand Consistency; Chapter 7: Managing Brand Growth; Chapter 8: Brand Relevance; Chapter 9: Communal Branding; Part III: Brand Management Challenges; Chapter 10: Globalization and Branding; Chapter 11: Ethics and Brand Purposes; Chapter 12: Managing Brand Crises
• Edition: Second edition
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2021
• Extent: 1 online resource, illustrations
• Subjects: 658.827; Branding (Marketing); Brand name products
• Languages: English
• ISBNs: 9781529755268
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.