Skip to main content
Menu Study Site Homepage
  • Instructor Resources
  • Student Resources
  • Help
  • Access Codes
  • Create an account
  • Login

    Access

    • New User?
    • Request new password
    • Create a new account

Brand Management: Co-creating Meaningful Brands

by Michael Beverland

Student Resources

  • Moving Brands Videos
    • Practitioner perspectives
    • Employment insight
  1. Brands and Branding
    • Journal Articles
    • Video Links
    • Web Links
  2. Understanding Brand Users
    • Journal Articles
    • Video Links
    • Web Links
  3. Brand Equity
    • Journal Articles
    • Video Links
    • Web Links
  4. Data, Insights, and Measurement
    • Journal Articles
    • Video Links
    • Web Links
  5. The Beginnings – New Brand Co-creation
    • Journal Articles
    • Video Links
    • Web Links
  6. Building and Maintaining a Brand's Position
    • Journal Articles
    • Video Links
    • Web Links
  7. Extending the Brand, Partnering, and Managing Brand Portfolios
    • Journal Articles
    • Video Links
    • Web Links
  8. Brand Innovation: Revitalizing and Refreshing Brands
    • Journal Articles
    • Video Links
    • Weblinks
  9. Global Branding
    • Journal Articles
    • Video Links
  10. Corporate Branding, Services, and Business-to-Business Branding
    • Journal Articles
    • Video Links
    • Web Links
  11. Ethics and Brands
    • Journal Articles
    • Video Links
  12. Managing Brand Crisis
    • Journal Articles
    • Video Links
    • Web Links
  • Study Skills
  • About the book

Video Links

Explore brand management further by watching YouTube videos curated for you by the author.

Corporate branding and identity

  • How did Carlberg work to change its corporate identity and culture? Presented by the academy of management.

  • Philip Durbrow discusses what organizational identity is and how it can affect the activities of a company and how identity influences each aspect of organisational behavior.

  • Virgin’s branding strategy and how Branson’s brand built its corporate identity (and what it is!).

B2B branding

  • What is b2b branding? This video explains how b2b branding is “shorthand for the [customer’s] total experience” and how brands can develop their b2b branding.

  • Caterpillar ads 

Caterpillar ad featuring a tug of war between the company’s machine and Hafthor "Thor" Bjornsson.

  • Caterpillar’s tagline is “built for it” and this ad features a cat machines in a china shop.

  • Another Caterpillar ad, named Driving Range.

© 2023 Sage Publications Sage Publications India Pvt. Ltd.

Terms of Service • Copyright Notice • Privacy PolicyPrivacy Policy

Browser not supported close

You are using a browser version that is no longer supported by this website and could result in a less-than-optimal experience.

To ensure full site functionality, please use an alternative web browser or upgrade your version of Internet Explorer.

Internet Explorer Firefox Opera Google Chrome