Brand Management
Brand Management
Co-creating Meaningful Brands
Beverland, Michael B.
SAGE Publications Ltd
01/2018
416
Dura
Inglês
9781473951976
990
Descrição não disponível.
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 Brand Meaning Over Time Chapter 5: The Beginnings - New Brand Co-Creation Chapter 6: Building and Maintaining a Brand's Position Chapter 7: Extending the Brand, Partnering, and Managing Brand Portfolios Chapter 8: Brand Innovation: Revitalizing and Refreshing Brands Part III: Brand Management Challenges Chapter 9: Global Branding Chapter 10: Corporate Branding, Services, and Business-to-Business Branding Chapter 11: Ethics and Brands Chapter 12: Managing Brand Crisis
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brand management;brands;branding;brand;co-creation;digital brands;brand meaning;brand identity;consumer;consumerism
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 Brand Meaning Over Time Chapter 5: The Beginnings - New Brand Co-Creation Chapter 6: Building and Maintaining a Brand's Position Chapter 7: Extending the Brand, Partnering, and Managing Brand Portfolios Chapter 8: Brand Innovation: Revitalizing and Refreshing Brands Part III: Brand Management Challenges Chapter 9: Global Branding Chapter 10: Corporate Branding, Services, and Business-to-Business Branding Chapter 11: Ethics and Brands Chapter 12: Managing Brand Crisis
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.