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Brand management

By: Contributor(s): Material type: TextTextPublication details: Sage New Delhi 2024Edition: 3rdDescription: xx, 415 pISBN:
  • 9781529616972
Subject(s): DDC classification:
  • 658.827 BEV
Summary: This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely. Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology (https://uk.sagepub.com/en-gb/eur/brand-management/book284766)
List(s) this item appears in: Brand management
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Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Indian Institute of Management LRC General Stacks Marketing 658.827 BEV (Browse shelf(Opens below)) 1 Checked out 09/01/2025 008893

Table of 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: Co-Creating, Sustaining, Growing, and Renewing Brand Meaning
Chapter 5: Creating New Brands Chapter 6: Brand Assets and Experiences Chapter 7: Brand Consistency Chapter 8: Managing Brand Growth Chapter 9: Brand Relevance Chapter 10: Communal Branding
Part III: Brand Management Challenges
Chapter 11: Globalization and Branding Chapter 12: Ethics and Branding
(https://uk.sagepub.com/en-gb/eur/brand-management/book284766#contents)

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.

The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely.

Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences.

This textbook is essential reading for all students studying branding and brand management at university level.

Michael Beverland is Professor of Brand Marketing at University of Sussex Business School.

Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology

(https://uk.sagepub.com/en-gb/eur/brand-management/book284766)

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