Brand Management e-bog
403,64 DKK
(inkl. moms 504,55 DKK)
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has be...
E-bog
403,64 DKK
Forlag
SAGE Publications Ltd
Udgivet
3 februar 2021
Længde
424 sider
Genrer
Brands and branding
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9781529755275
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Hollands rebrand as The Netherlands.