Brand Management: Co-creating Meaningful Brands
Michael Beverland’s Brand Management: Co-creating Meaningful Brands examines the relationship between brands, management, and shared meaning. Framing branding as a collaborative process, the book offers a focused introduction to a contemporary business and marketing topic for students, professionals, and readers interested in how meaningful brands are developed.
About This Book
Brand Management: Co-creating Meaningful Brands focuses on the development and stewardship of meaningful brands.
Michael Beverland examines brand management through the idea of co-creating meaning.
The book is suited to readers seeking a business and marketing perspective on how brands gain significance.
It presents brand management as an active, collaborative area of practice and study.
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