Test Bank for Brand Management Co-creating Meaningful Brands 2nd Edition Beverland

Test Bank for Brand Management Co-creating Meaningful Brands 2nd Edition Beverland

Test Bank for Brand Management Co-creating Meaningful Brands, 2nd Edition, Michael Beverland, ISBN: 9781529755275, ISBN: 9781529720129, ISBN: 9781529720136

Table of Contents

Part I: Foundations of Co-creating Brand Meaning
Chapter 1: Brands and Branding
Chapter 2: Understanding Brand Users
Chapter 3: Brand Equity
Chapter 4: Data, Insights and Measurement

Part II: Sustaining, Growing and Renewing Brand Meaning
Chapter 5: Creating New Brands
Chapter 6: Brand Consistency
Chapter 7: Managing Brand Growth
Chapter 8: Brand Relevance
Chapter 9: Communal Branding

Part III: Brand Management Challenges
Chapter 10: Globalization and Branding
Chapter 11: Ethics and Brand Purpose
Chapter 12: Managing Brand Crises