Brand Management: Co-creating Meaningful Brands

Michael Beverland

Publikation: Bog/antologi/afhandling/rapportBogUndervisningpeer review


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.
ForlagSAGE Publications
Antal sider432
ISBN (Trykt)9781529720136
ISBN (Elektronisk)9781529720129
StatusUdgivet - 2021
Udgivet eksterntJa


  • Consumer behaviour
  • Marketing communications
  • Marketing management