Brand Management: Co-creating Meaningful Brands

Research output: Book/ReportBookpeer-review

Abstract

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.
Original languageEnglish
Place of PublicationLondon
PublisherSAGE Publications
Edition2.
Number of pages432
ISBN (Print)9781529720136
ISBN (Electronic)9781529720129
Publication statusPublished - 2021
Externally publishedYes

Keywords

  • Consumer behavior
  • Marketing communications
  • Marketing management

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