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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.
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.
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
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781529616972 |
| ISBN-10: | 1529616972 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Beverland, Michael
Cankurtaran, Pinar |
| Auflage: | Third Edition |
| Hersteller: | Sage Publications Ltd. |
| Maße: | 235 x 191 x 24 mm |
| Von/Mit: | Michael Beverland (u. a.) |
| Erscheinungsdatum: | 28.03.2024 |
| Gewicht: | 0,873 kg |
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
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781529616972 |
| ISBN-10: | 1529616972 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Beverland, Michael
Cankurtaran, Pinar |
| Auflage: | Third Edition |
| Hersteller: | Sage Publications Ltd. |
| Maße: | 235 x 191 x 24 mm |
| Von/Mit: | Michael Beverland (u. a.) |
| Erscheinungsdatum: | 28.03.2024 |
| Gewicht: | 0,873 kg |
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