Test Bank Brand Management Co creating Meaningful Brands 2nd Edition Michael Beverland

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Test Bank Brand Management Co creating Meaningful Brands 2nd Edition Michael Beverland

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Product Description

Test Bank Brand Management Co creating Meaningful Brands 2nd Edition Michael Beverland

A comprehensive guide to brand management focusing on co-creation, combining theory with practical case studies.

ISBN-10: 1529720125
ISBN-13: 978-1529720129

Michael Beverland

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