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Brand Management : Co-creating Meaningful Brands. 2nd ed. ブランド管理 第2版
・ISBN 978-1-5297-2013-6 hard GB£ 168.00
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お気に入り
★★★
・ISBN 978-1-5297-2012-9 paper GB£ 61.99
￥19,638.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
| 著者・編者 | Beverland, Michael, |
|---|---|
| 出版社 | (Sage, UK) |
| 出版年月 | 2021.03 |
| ページ数 | 432 pp. |
| 言語 | ENG |
| ニュース番号 | ＜661-660 661-P2167＞ |
解説
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.
In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.