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 Holland′s rebrand as The Netherlands.
- ISBN10 152975528X
- ISBN13 9781529755282
- Publish Date 3 February 2021 (first published 22 January 2018)
- Publish Status Active
- Publish Country GB
- Imprint Sage Publications Ltd
- Edition Second Edition
- Format eBook
- Pages 424
- Language English