
Lýsing:
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. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely.
Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.
Annað
- Höfundur: Michael Beverland
- Útgáfa:3
- Útgáfudagur: 2024-03-23
- Hægt að prenta út 30 bls.
- Hægt að afrita 30 bls.
- Format:ePub
- ISBN 13: 9781529678956
- Print ISBN: 9781529616972
- ISBN 10: 1529678951
Efnisyfirlit
- Online Resources
- Praise for Brand Management
- Preface
- Part I Foundations of Co-creating Brand Meaning
- 1 Brands and Branding
- Welcome to a Branded World
- What Is a Brand?
- Who Co-creates Brand Meaning?
- A Short History of Brand Management
- Five Key Principles of Co-creating Meaningful Brands
- Disciplinary Influences on Branding Theory and Practice
- Economics
- Law
- Psychology
- Anthropology and Sociology
- Business Studies
- Media Studies
- Creative Practice
- Can Everything Be Branded?
- Chapter Summary
- Case Example: The Canterbury Crusaders
- Further Reading
- 2 Understanding Brand Users
- Introduction
- Changes in Our Understanding of Users and Brands
- Eight Approaches to Brand Management
- The Value of Brands to Users
- What about B2B Users?
- Co-creation and the Centrality of Authenticity
- Real or Fake? Users Prefer the Seemingly Real
- Being Oneself vs. Fitting In: Why Users Seek Authentic Brands
- Being Authentic: Three Strategies for Brand Managers
- Is All Brand Consumption Driven by Identity?
- Chapter Summary
- Case Example: Whisper
- Further Reading
- 3 Brand Equity
- Introduction
- What Is Brand Equity?
- Internal Firm Benefits of Brands
- Building Brand Equity
- A Framework for Building Brand Equity
- Chapter Summary
- Case Example: Glossier
- Further Reading
- 4 Data, Insights, and Measurement
- Introduction
- How Do We Measure Brand Equity?
- Measuring Brand Awareness
- Measuring Brand Associations
- Qualitative Approaches
- Quantitative Approaches
- Customer-focused Measures of Brand Meaning
- User Engagement
- Sentiment Analysis
- Monitoring the Fringe
- Big Data: Opportunities and Pitfalls
- Measuring Brand Authenticity
- Chapter Summary
- Case Example: Trung Nguyên Legend
- Further Reading
- 1 Brands and Branding
- Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning
- 5 Creating New Brands
- Introduction
- “New to Firm” vs. “New to World”
- The Eight Steps of Brand Building
- Building Internal Support for Branding
- Building Brand Foundations
- Brand Launch and Assessment
- Positioning
- Frames of Reference for Positioning
- Engineering the Brand into the Marketing Mix (and Beyond)
- Chapter Summary
- Case Example: Magneto Magazine
- Further Reading
- 6 Brand Assets and Experiences
- Introduction
- Brand Assets
- What’s in a Name?
- Logos
- Taglines
- Characters
- Corporate Identity Systems
- Legal Protection
- Working with Creative Agencies
- Co-creating Consumer Experiences and Journeys
- Chapter Summary
- Case Example: Tony’s Chocolonely
- Further Reading
- 7 Brand Consistency
- Introduction
- The Value of Consistency
- Internal Consistency
- Three Internal–External Gaps to be Managed
- Brand Audit
- Internal Branding
- Communicating Externally
- Brand Storytelling
- Brand Building: Strategic Goals of Communications
- Integrated Marketing Communications
- Authenticating Strategies and Cues
- Chapter Summary
- Case Example: Yamaha
- Further Reading
- 8 Managing Brand Growth
- Introduction
- Exploiting the Brand
- Brand Extensions
- Unlocking the Success of Brand Extensions
- Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions
- Co-branding
- Brand Architecture: Managing Brand Portfolios
- The Brand Relationship Spectrum
- The House of Brands
- A Branded House
- Hybrid Architectures
- Acquiring New Brands: Using Architecture to Bring Brands into the Fold
- Harvesting Brands
- Chapter Summary
- Case Example: Lovehoney’s Expansion through Extensions and Partnerships
- Further Reading
- 9 Brand Relevance
- Introduction
- Brand Equity: Balancing Relevance with Consistency
- Why Brand Managers Struggle with Relevance
- Brand Ambidexterity
- Design Thinking
- Innovating for Relevance: Three Strategic Pivots
- Pivot 1: Cultural Branding
- Pivot 2: Progressive Repositioning
- Pivot 3: Disruption
- Terminology: Repositioning, Revitalization, Refreshing, Relaunch?
- Chapter Summary
- Case Example: Ottobock’s Move from B2B to B2C
- Further Reading
- 10 Communal Branding
- Introduction
- What Is Communal Branding?
- Four Types of Communities
- Communal Branding Strategies
- Does Communal Branding Apply in B2B?
- Communal Branding Challenges
- Chapter Summary
- Case Example: Shatta Wale and the Movement
- Further Reading
- 5 Creating New Brands
- Part III Brand Management Challenges
- 11 Globalization and Branding
- Introduction
- What Is Global Branding?
- Globalization and Brand Strategy
- Glocalization and Brand Strategy
- Deterritorialization and Brand Strategy
- Reterritorialization: How Brands Craft Nation Identity
- Protecting the Brand: Counterfeiting and Co-creation
- Chapter Summary
- Case Example: Rebranding Holland as the Netherlands
- Further Reading
- 12 Ethics and Branding
- Introduction
- Brands and Ethics, Not as Easy as It Looks
- A Contextual Approach to Brand Ethics
- Managing Ethically: Brand Purpose and Brand Activism
- Ethical Challenges in Brand Co-creation
- Managing Brand Crisis
- Three Brand Authenticity Crises
- Chapter Summary
- Case Example: Shinola Detroit
- Further Reading
- 11 Globalization and Branding
- References
- Index
UM RAFBÆKUR Á HEIMKAUP.IS
Bókahillan þín er þitt svæði og þar eru bækurnar þínar geymdar. Þú kemst í bókahilluna þína hvar og hvenær sem er í tölvu eða snjalltæki. Einfalt og þægilegt!Rafbók til eignar
Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt.
Þú kemst í bækurnar hvar sem er
Þú getur nálgast allar raf(skóla)bækurnar þínar á einu augabragði, hvar og hvenær sem er í bókahillunni þinni. Engin taska, enginn kyndill og ekkert vesen (hvað þá yfirvigt).
Auðvelt að fletta og leita
Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.
Glósur og yfirstrikanir
Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.
Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.
Fleiri góðir kostir
- Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
- Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
- Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
- Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu
- Gerð : 208
- Höfundur : 8255
- Útgáfuár : 2021
- Leyfi : 380