000			01878cam a2200277zu 4500
001			88869286
003			FRCYB88869286
005			20250429183151.0
006			m o d
007			cr un
008			250429s2018 fr | o|||||0|0|||eng d
020			_a9781526415899
035			_aFRCYB88869286
040			_aFR-PaCSA _ben _c _erda
100	1		_aBeverland, Michael
245	0	1	_aBrand Management _bCo-creating Meaningful Brands _c['Beverland, Michael']
264		1	_bSAGE Publications _c2018
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aBeverland, Michael
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/88869286 _qtext/html _a
520			_aPresenting 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.
999			_c1328763 _d1328763