Overview

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony's Chocolonely. Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.

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9781529616989

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Reviews

‘This wonderful book discusses established and fresh branding practices. It is an important source of knowledge and inspiration for marketing students and brand managers in a networked and fast-changing world.’ -- Holger Schmidt ‘Professor Beverland brings a refreshed, contemporary and authoritative look at Brand Management. He has the great gift of making the complex accessible, explaining the theoretical in relevant and applied ways. This updated 3rd edition is an important read for professional marketers and the best text for students who want to understand brands and branding. My students depend on it!’ -- Dr. Donald Lancaster ‘I am highly recommending this book because very few books on the market capture up-to-date perspectives on multiple brand positioning approaches.’ -- Dr. Huy Xuan Nguyen ‘This is the best textbook on brand - totally current, and alive to both business and culture.’ -- Robert Jones ‘In this excellent book, Beverland not only provides a comprehensive approach to the many varied topics relevant to branding, but also expertly weaves together scholarly traditions such as cultural, behavioural, creative and corporate theories of brand management. I have been able to use this text with undergraduate, MBA and MSc. courses, and the rich material - presented in a way that is simultaneously sophisticated and accessible - has brought my students rich insight and deep understanding.’ -- Associate Professor Sarah Wilner ‘This book is not only great in content and fully up-to-date with modern views on branding for a business student audience as we have very successfully used it in the last two years in our course on Branding and Product Commercialization aimed at student in Strategic Product Design. It′s by far my preferred book for courses that integrate branding, innovation and design.’ -- Prof. Dr. Erik Jan Hultink

Author Information

Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK. 

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