Includes bibliographical references (pages 371-385) 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.

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. 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.

This title presents the basics of brand management, providing both a theoretical and practical guide to brands, and placing emphasis on the theory that the consumer is a co-creator in a brand's identity.

College of Business and Accountancy Marketing Management

Text in English