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Brand Management: Co-creating Meaningful Brands
Second Edition
by
Michael Beverland
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Student Resources
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?
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
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
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 12: Managing Brand Crises
Crisis and authenticity:
Authenticity and crisis management
