Brand Management; Co-Creating Meaningful Brands (1st Edition)

“Brand Management: Co-creating Meaningful Brands” by Michael Beverland is a book that focuses on the principles and strategies of brand management, with an emphasis on the concept of co-creating meaningful brands. Here are some key features you might find in the 1st edition of the book:

1. Co-Creation Concept: The book is likely to explore the idea of co-creating brands, emphasizing the collaborative process between companies and consumers in shaping brand meaning.
2. Meaningful Brands: Michael Beverland may discuss the importance of brands being meaningful to consumers and how this meaning is developed and sustained over time.
3. Strategic Brand Management: The book is expected to cover fundamental concepts and frameworks related to strategic brand management, including brand positioning, identity, and communication.
4. Case Studies: Real-world case studies may be included to illustrate key principles and provide practical examples of successful brand management strategies.
5. Consumer Behavior: Given the focus on co-creation, the book may delve into consumer behavior and the role of consumers in shaping and interpreting brand messages.
6. Contemporary Brand Challenges: It may address contemporary challenges in brand management, such as the impact of social media, globalization, and changing consumer expectations.
7. Brand Loyalty and Advocacy: Discussion on how brands can build and maintain loyalty, as well as encourage advocacy among consumers.
8. Market Research and Insights: The importance of market research and insights in understanding consumer perceptions and behaviors related to brands.