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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 4: Data, Insights and Measurement

Hornikx, J., & Hendriks, B. (2015). Consumer Tweets about Brands: A Content Analysis of Sentiment Tweets about Goods and Services. Journal of Creative Communications, 10(2), 176–185. 

Examines the user generated content about brands and how this can be used for cocreation

Kozinets, R. V. (2002). The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39(1), 61–72.

Detailed exploration of netnography

Sprott, D., Czellar, S., & Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92–104.

Identifies how to measure brand engagement - critical for cocreation and equity

Supphellen, M. (2000). Understanding Core Brand Equity: Guidelines for In-depth Elicitation of Brand Associations. International Journal of Market Research, 42(3), 1–14.

Overview of how to measure core brand associations

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