This popular textbook introduces students to contemporary brand management and innovation, focusing on how companies and consumers are interacting and co-creating brands today.
The newest edition combines theory and practice and includes up-to-date case studies of international brands such as Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, and Tony's Chocolonely. This makes the diversity of brands and consumers worldwide clear.
In addition, the book includes updated research references, online sources, and a new chapter on creative branding aspects, from naming to logos and brand experience.
This study book is essential for students who delve into brand management and the role of consumers within this field.
Michael Beverland is Professor of Brand Marketing at the University of Sussex Business School.
Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.