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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.

  • A short video on how customer journey mapping can help product and service design.

  • Living the brand: a trailer for a film made by author Nicolas Ind. Ind talks about how companies use branding to build an image and an identity.

  • Robert Heath, along with a panel of experts, discusses how advertising works and how ads are consumed. He also talks about how ads are designed to lead to desirable reactions from the consumer.

  • A short ad for 42 Below vodka which advertises itself as “gay vodka”.

  • Another short ad for the 2006 Hero Party, sponsored by 42 Below Vodka.

  • Volvo’s ad for car safety.

  • Another Volvo ad demonstrating how the car can appeal to the average parent. Also known as the “Bloody Volvo Driver” ad.

  • An ad for the Volvo, with the use of the Twilight saga movie New Moon for product placement.

  • This short video shows how Harley Davidson built its brand around its brand community and the image of freedom.

  • This Harley Davidson ad from 2012 continued to build on their focus on the brand community.

  • Disha Kanchan provides some examples of experiential marketing such as the Smart Car tennis game, the angry birds physical set up in partnership with T mobile and the James Bond 007 challenge sponsored by Coca Cola. Watch how companies use innovative methods to get consumers to engage with their brand.

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