Brand Management 3/e

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

'This wonderful book discusses established and fresh branding practices. It is an important source of knowledge and inspiration for marketing students and brand managers in a networked and fast-changing world.' -- Holger Schmidt 'Professor Beverland brings a refreshed, contemporary and authoritative look at Brand Management. He has the great gift of making the complex accessible, explaining the theoretical in relevant and applied ways. This updated 3rd edition is an important read for professional marketers and the best text for students who want to understand brands and branding. My students depend on it!' -- Dr. Donald Lancaster 'I am highly recommending this book because very few books on the market capture up-to-date perspectives on multiple brand positioning approaches.' -- Dr. Huy Xuan Nguyen 'This is the best textbook on brand - totally current, and alive to both business and culture.' -- Robert Jones 'In this excellent book, Beverland not only provides a comprehensive approach to the many varied topics relevant to branding, but also expertly weaves together scholarly traditions such as cultural, behavioural, creative and corporate theories of brand management. I have been able to use this text with undergraduate, MBA and MSc. courses, and the rich material - presented in a way that is simultaneously sophisticated and accessible - has brought my students rich insight and deep understanding.' -- Associate Professor Sarah Wilner 'This book is not only great in content and fully up-to-date with modern views on branding for a business student audience as we have very successfully used it in the last two years in our course on Branding and Product Commercialization aimed at student in Strategic Product Design. It's by far my preferred book for courses that integrate branding, innovation and design.' -- Prof. Dr. Erik Jan Hultink