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Brand Management: Co-creating Meaningful Brands

Second Edition
by Michael Beverland

Student Resources

  1. Moving Brands Videos
    • Brand vs. branding
    • What services do Moving Brands offer?
    • What’s the difference between branding and marketing?
    • Working with global brands
    • Swisscom
    • Working with iconic brands and their legacy
    • The brief from brands to the consultancy
    • Internal branding vs. external consultancy
    • Industry trends and future developments
    • Your most respected brands and why?
  2. Video Links
    • Chapter 1: Brands and Branding
    • Chapter 2: Understanding Brand Users
    • Chapter 3: Brand Equity
    • Chapter 4: Data, Insights and Measurement
    • Chapter 5: Creating New Brands
    • Chapter 6: Brand Consistency
    • Chapter 7: Managing Brand Growth
    • Chapter 8: Brand Relevance
    • Chapter 9: Communal Branding
    • Chapter 10: Globalization and Branding
    • Chapter 11: Ethics and Brand Purposes
    • Chapter 12: Managing Brand Crises
  3. Journal Articles
    • Chapter 1: Brands and Branding
    • Chapter 2: Understanding Brand Users
    • Chapter 3: Brand Equity
    • Chapter 4: Data, Insights and Measurement
    • Chapter 5: Creating New Brands
    • Chapter 6: Brand Consistency
    • Chapter 7: Managing Brand Growth
    • Chapter 8: Brand Relevance
    • Chapter 9: Communal Branding
    • Chapter 10: Globalization and Branding
    • Chapter 11: Ethics and Brand Purposes
    • Chapter 12: Managing Brand Crises
  4. Weblinks
    • Chapter 1: Brands and Branding
    • Chapter 2: Understanding Brand Users
    • Chapter 3: Brand Equity
    • Chapter 4: Data, Insights and Measurement
    • Chapter 5: Creating New Brands
    • Chapter 6: Brand Consistency
    • Chapter 7: Managing Brand Growth
    • Chapter 8: Brand Relevance
    • Chapter 9: Communal Branding
    • Chapter 10: Globalization and Branding
    • Chapter 11: Ethics and Brand Purposes
    • Chapter 12: Managing Brand Crises

Chapter 11: Ethics and Brand Purposes

Bertilsson, J., & Rennstam, J. (2018). The destructive side of branding: A heuristic model for analyzing the value of branding practice. Organization, 25(2), 260–281.

Critical review of branding's spillovers

Carah, N., Brodmerkel, S., & Hernandez, L. (2014). Brands and sociality: Alcohol branding, drinking culture and Facebook. Convergence, 20(3), 259–275. 

Example of how brands can reinforce harmful behavior

Holt, D. B. (2012). Constructing Sustainable Consumption: From Ethical Values to the Cultural Transformation of Unsustainable Markets. The ANNALS of the American Academy of Political and Social Science, 644(1), 236–255.

Example of contextual ethics

Muhr, S. L., & Rehn, A. (2014). Branding Atrocity: Narrating Dark Sides and Managing Organizational Image. Organization Studies, 35(2), 209–231.

Another example of reframing

Toffoletti, K., & Thorpe, H. (2018). The athletic labour of femininity: The branding and consumption of global celebrity sportswomen on Instagram. Journal of Consumer Culture, 18(2), 298–316.

Representation example

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