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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.

  • The United breaks guitars song.

  • Volkswagen’s ad in the 2011 Super Bowl showed a Star Wars fan trying to use The Force to move objects. Greenpeace made parodies of this to show VW as the villains of the franchise.

  • Titled “The Greatest TED Talk Ever Sold”, this speech by Morgan Spurlock takes an interesting look at sponsporship as Spurlock tries to make a completely sponsored film about sponsorship – even parts of his talk were sponsored!

  • A brief introduction to the brand asset valuator which calculates brand health and discusses strategies that can be applied to improve this it.

  • An interview with Rob Walker, author of Buying In. He discusses consumers and their relationship to advertising, consumer behavior and what the future holds for marketing and advertising.

  • Fiat Doblo’s ad featuring the Jamaican bobsled team.

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