Brand Management: Co-creating Meaningful Brands
by Michael Beverland, Pinar Cankurtaran
Brand Management: Co-creating Meaningful Brands examines the role of co-creation in developing meaningful brands. Written by Michael Beverland and Pinar Cankurtaran, this focused business and marketing title offers readers an accessible foundation for understanding brand management, collaboration, participation, and the creation of shared value.
About This Book
Brand Management: Co-creating Meaningful Brands focuses on the practice of managing brands in ways that create significance and value.
The book examines co-creation as a central idea in building meaningful brands, emphasizing collaboration and participation.
Written by Michael Beverland and Pinar Cankurtaran, it is intended for readers seeking a focused introduction to contemporary brand management.
Its subject matter is relevant to students, educators, and professionals interested in branding, marketing, and management.
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