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Brand Management
Michael Beverland
其他書名
Co-creating Meaningful Brands
出版
SAGE
, 2021-02-03
主題
Business & Economics / Consumer Behavior
Business & Economics / Marketing / General
Business & Economics / Marketing / Research
Business & Economics / Sales & Selling / General
ISBN
152975528X
9781529755282
URL
http://books.google.com.hk/books?id=CHAWEAAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
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.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.
