Brand Management: Co-creating Meaningful Brands

📘 Book Details

• Author: Michael Beverland

• Publisher: Sage Publications

• Language: English

• Edition: Second

• ISBN: 9781529720129

• Pages: 432

• Cover: Paperback

• Release Date: 19-02-2021

📝 About The Book

In the second edition of "Brand Management: Research, Theory and Practice", Michael Beverland offers a comprehensive and insightful guide into the world of brand management. This book provides an advanced approach to understanding the critical role that branding plays in the modern business landscape. It goes beyond just marketing strategies to explore the intricate relationship between brands, consumer behavior, and organizational culture.

Beverland integrates the latest research with practical insights, offering real-world examples from both global giants and smaller, innovative brands. This edition covers the latest trends in digital marketing, the growing importance of brand authenticity, and the changing expectations of consumers in an increasingly digital world.

The book includes detailed discussions on brand equity, the psychological impact of branding, and the role of social media in shaping brand identity. With a mix of academic theory and applied knowledge, "Brand Management" equips readers with the tools to develop, manage, and sustain successful brands in today's competitive and rapidly evolving marketplace.

Whether you're a student, a marketing professional, or an entrepreneur, this book is essential for anyone seeking to understand the dynamic nature of brand management and the forces that shape consumer loyalty and market success.