Cart

Brand Management 2nd Edition Co-creating Meaningful Brands

BRAND: Sage

Publisher:Sage Publications Ltd (UK)
Author: Michael Beverland
Edition: @2021
eBook ISBN:9781529755275
Print ISBN: 9781529720129
Type: 1 Year Subscription. Dành cho Cá nhân  

Trường ĐH, Nhóm, Thư Viện: Gọi 0915920514 để báo giá eBook hosting trên Vital Source hoặc mua Sách In

Số lượng:
Tổng tiền:
Giá có thể thay đổi bất kỳ khi nào.
Thời hạn giao hàng: 03 ngày làm việc với sách eBook và 30 ngày với sách In. Gọi để được Tư vấn Giáo Trình.

Mô tả sản phẩm


Quản lý thương hiệu
Đồng sáng tạo thương hiệu có ý nghĩa
Trình bày những kiến ​​thức cơ bản về quản lý thương hiệu, cuốn sách cung cấp cả hướng dẫn lý thuyết và thực tiễn cho thương hiệu, nhấn mạnh vào lý thuyết rằng người tiêu dùng là người đồng sáng tạo ra bản sắc thương hiệu. Trong một thế giới mà phương tiện truyền thông xã hội và nền tảng kỹ thuật số toàn diện đã tăng cường sự tham gia của khách hàng, vai trò của thương hiệu và thương hiệu đã thay đổi. Ranh giới giữa nhà sản xuất và người tiêu dùng ngày càng mờ nhạt; người tiêu dùng không còn là người nhận diện thương hiệu mà là người đồng sáng tạo, đóng vai trò quan trọng trong việc định hình các sản phẩm và hệ thống mới. Các nghiên cứu điển hình bao gồm Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock và việc đổi thương hiệu của Holland thành Hà Lan.



Publisher’s Acknowledgments
Praise for Brand Management
Online Resources
Preface
Part I Foundations of Co-creating Brand Meaning
1 Brands and Branding
Welcome to a Branded World
What Is a Brand?
Who Co-creates Brand Meaning?
A Short History of Brand Management
Five Key Principles of Co-creating Meaningful Brands
Theoretical Influences on Branding Theory and Practice
Economics
Law
Psychology
Anthropology and Sociology
Business Studies
Media Studies
Creative Practice
Can Everything Be Branded?
Chapter Summary
Case Example: The Canterbury Crusaders
2 Understanding Brand Users
Users Co-create Brand Meaning
Changes in Our Understanding of Users and Brands
Eight Approaches to Brand-meaning Management
The Value of Brands to Users
What about B2B Users?
Co-creation and the Centrality of Authenticity
Real or Fake? Users Prefer the Seemingly Real
Being Oneself vs. Fitting In: Why Users Seek Authentic Brands
Being Authentic: Three Strategies for Brand Managers
Is All Brand Consumption Driven by Identity?
Chapter Summary
Case Example: Kat Von D Becomes KVD
3 Brand Equity
The Value of Brands
What Is Brand Equity?
Internal Firm Benefits of Brands?
Building Brand Equity
A Framework for Building Brand Equity
Chapter Summary
Case Example: Making Kodak “Cool” Again
4 Data, Insights, and Measurement
Introduction
How Do We Measure Brand Equity?
Measuring Brand Awareness
Measuring Brand Associations
Qualitative Approaches
Quantitative Approaches
Tracking Customers’ Use of the Brand
Customer-focused Measures of Brand Meaning
User Engagement
Measuring Brand Authenticity
Big Data: Opportunities and Pitfalls
Monitoring the Fringe
Chapter Summary
Case Example: Transforming Brand Equity at Homebase
Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning
5 Creating New Brands
Introduction
“New to World” vs. “New to Firm”
The Eight Steps of Brand Building
Building Internal Support for Branding
Building Brand Foundations
Brand Launch and Assessment
Positioning
Research for Positioning
Brand Names, Logos, and Elements
Articulating the Position
Chapter Summary
Case Example: Magneto Magazine
6 Brand Consistency
Introduction
The Value of Consistency
Internal Consistency
Three Internal–External Gaps to be Managed
Brand Audits
Internal Branding
Communicating Externally
Brand Storytelling
Brand Building: Strategic Goals of Communications
Integrated Marketing Communications
Crafting the Brand Experience
Authenticating Strategies and Cues
Chapter Summary
Case Example: Yamaha
7 Managing Brand Growth
Introduction
Exploiting the Brand
Brand Extensions
Line vs. Category Brand Extensions
Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions
Co-branding and Brand Alliances
Brand Architecture: Managing Brand Portfolios
The Brand Relationship Spectrum
The House of Brands
A Branded House
Combinations and Hybrids
Acquiring New Brands: Using Architecture to Bring Brands into the Fold
Harvesting Brands
Chapter Summary
Case Example: Lovehoney’s Expansion Through Extensions and Partnerships
8 Brand Relevance
Introduction
Brand Equity: Balancing Relevance with Consistency
Why Brand Managers Struggle with Relevance
Brand Ambidexterity
Design Thinking
Innovating for Relevance: Three Strategies for Enhancing Brand Authenticity
Cultural Storytelling (Pivot 1)
Progressive Reposition (Pivot 2)
Innovating via Design Disruption
Terminology: Repositioning, Revitalization, Refreshing, Relaunch?
Co-created Innovations: What Role for the User?
Chapter Summary
Case Example: Ottobock’s Pivot from B2B to B2C
9 Communal Branding
Introduction
What Is Communal Branding?
Four Types of Communities
Communal Branding Strategies
Does Communal Branding Apply in B2B?
Challenges
Chapter Summary
Case Example: Di$count Universe
Part III Brand Management Challenges
10 Globalization and Branding
Introduction
What is Global Branding?
Globalization and Brand Strategy
Glocalization and Brand Strategy
Deterritorialization and Brand Strategy
Protecting the Brand: Counterfeiting and Co-creation
Chapter Summary
Case Example: Rebranding Holland as The Netherlands
11 Ethics and Brand Purpose
Introduction
Two Approaches to Understanding Ethical Challenges in Markets
Branding Ethics: Normative vs. Positive Approaches
A Contextual Approach to Brand Ethics
Brand Purpose
Ethical Challenges and Brand Co-creation
Chapter Summary
Case Example: Ecotricity
12 Managing Brand Crisis
Introduction
What Is a Brand Crisis?
Why Manage Crises?
Three Brand Authenticity Crises
Managing Brand Crisis
Chapter Summary
Case Example: Shinola Detroit
Bibliography
Index

TỔNG QUAN SÁCH

Quản lý thương hiệu
Đồng sáng tạo thương hiệu có ý nghĩa
Trình bày những kiến ​​thức cơ bản về quản lý thương hiệu, cuốn sách cung cấp cả hướng dẫn lý thuyết và thực tiễn cho thương hiệu, nhấn mạnh vào lý thuyết rằng người tiêu dùng là người đồng sáng tạo ra bản sắc thương hiệu. Trong một thế giới mà phương tiện truyền thông xã hội và nền tảng kỹ thuật số toàn diện đã tăng cường sự tham gia của khách hàng, vai trò của thương hiệu và thương hiệu đã thay đổi. Ranh giới giữa nhà sản xuất và người tiêu dùng ngày càng mờ nhạt; người tiêu dùng không còn là người nhận diện thương hiệu mà là người đồng sáng tạo, đóng vai trò quan trọng trong việc định hình các sản phẩm và hệ thống mới. Các nghiên cứu điển hình bao gồm Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock và việc đổi thương hiệu của Holland thành Hà Lan.


MỤC LỤC

Publisher’s Acknowledgments
Praise for Brand Management
Online Resources
Preface
Part I Foundations of Co-creating Brand Meaning
1 Brands and Branding
Welcome to a Branded World
What Is a Brand?
Who Co-creates Brand Meaning?
A Short History of Brand Management
Five Key Principles of Co-creating Meaningful Brands
Theoretical Influences on Branding Theory and Practice
Economics
Law
Psychology
Anthropology and Sociology
Business Studies
Media Studies
Creative Practice
Can Everything Be Branded?
Chapter Summary
Case Example: The Canterbury Crusaders
2 Understanding Brand Users
Users Co-create Brand Meaning
Changes in Our Understanding of Users and Brands
Eight Approaches to Brand-meaning Management
The Value of Brands to Users
What about B2B Users?
Co-creation and the Centrality of Authenticity
Real or Fake? Users Prefer the Seemingly Real
Being Oneself vs. Fitting In: Why Users Seek Authentic Brands
Being Authentic: Three Strategies for Brand Managers
Is All Brand Consumption Driven by Identity?
Chapter Summary
Case Example: Kat Von D Becomes KVD
3 Brand Equity
The Value of Brands
What Is Brand Equity?
Internal Firm Benefits of Brands?
Building Brand Equity
A Framework for Building Brand Equity
Chapter Summary
Case Example: Making Kodak “Cool” Again
4 Data, Insights, and Measurement
Introduction
How Do We Measure Brand Equity?
Measuring Brand Awareness
Measuring Brand Associations
Qualitative Approaches
Quantitative Approaches
Tracking Customers’ Use of the Brand
Customer-focused Measures of Brand Meaning
User Engagement
Measuring Brand Authenticity
Big Data: Opportunities and Pitfalls
Monitoring the Fringe
Chapter Summary
Case Example: Transforming Brand Equity at Homebase
Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning
5 Creating New Brands
Introduction
“New to World” vs. “New to Firm”
The Eight Steps of Brand Building
Building Internal Support for Branding
Building Brand Foundations
Brand Launch and Assessment
Positioning
Research for Positioning
Brand Names, Logos, and Elements
Articulating the Position
Chapter Summary
Case Example: Magneto Magazine
6 Brand Consistency
Introduction
The Value of Consistency
Internal Consistency
Three Internal–External Gaps to be Managed
Brand Audits
Internal Branding
Communicating Externally
Brand Storytelling
Brand Building: Strategic Goals of Communications
Integrated Marketing Communications
Crafting the Brand Experience
Authenticating Strategies and Cues
Chapter Summary
Case Example: Yamaha
7 Managing Brand Growth
Introduction
Exploiting the Brand
Brand Extensions
Line vs. Category Brand Extensions
Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions
Co-branding and Brand Alliances
Brand Architecture: Managing Brand Portfolios
The Brand Relationship Spectrum
The House of Brands
A Branded House
Combinations and Hybrids
Acquiring New Brands: Using Architecture to Bring Brands into the Fold
Harvesting Brands
Chapter Summary
Case Example: Lovehoney’s Expansion Through Extensions and Partnerships
8 Brand Relevance
Introduction
Brand Equity: Balancing Relevance with Consistency
Why Brand Managers Struggle with Relevance
Brand Ambidexterity
Design Thinking
Innovating for Relevance: Three Strategies for Enhancing Brand Authenticity
Cultural Storytelling (Pivot 1)
Progressive Reposition (Pivot 2)
Innovating via Design Disruption
Terminology: Repositioning, Revitalization, Refreshing, Relaunch?
Co-created Innovations: What Role for the User?
Chapter Summary
Case Example: Ottobock’s Pivot from B2B to B2C
9 Communal Branding
Introduction
What Is Communal Branding?
Four Types of Communities
Communal Branding Strategies
Does Communal Branding Apply in B2B?
Challenges
Chapter Summary
Case Example: Di$count Universe
Part III Brand Management Challenges
10 Globalization and Branding
Introduction
What is Global Branding?
Globalization and Brand Strategy
Glocalization and Brand Strategy
Deterritorialization and Brand Strategy
Protecting the Brand: Counterfeiting and Co-creation
Chapter Summary
Case Example: Rebranding Holland as The Netherlands
11 Ethics and Brand Purpose
Introduction
Two Approaches to Understanding Ethical Challenges in Markets
Branding Ethics: Normative vs. Positive Approaches
A Contextual Approach to Brand Ethics
Brand Purpose
Ethical Challenges and Brand Co-creation
Chapter Summary
Case Example: Ecotricity
12 Managing Brand Crisis
Introduction
What Is a Brand Crisis?
Why Manage Crises?
Three Brand Authenticity Crises
Managing Brand Crisis
Chapter Summary
Case Example: Shinola Detroit
Bibliography
Index

-%
0₫ 0₫
0915920514
0915920514