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.<br /> <br /> In a world in which social media and inclusive digital platforms have increased customer
Co-creating brands : brand management from a co-creative perspective
โ Scribed by Ind, Nicholas, author
- Publisher
- London : Bloomsbury Business
- Year
- 2019
- Tongue
- English
- Category
- Library
No coin nor oath required. For personal study only.
โฆ Synopsis
1 online resource
๐ SIMILAR VOLUMES
xvi, 400 pages : 24 cm
<BR>A new tool for marketers and brand managers, co-creation is fast becoming a recognized and effective way to drive business growth and enhance and protect brand reputation. <I>Brand Together</I> shows how to involve all stakeholders - employees, clients and customers - in the process of co-creati
<p><span>This book trailblazes co-evolution approaches which have been prototyped and tried out by the authors, with global academic and practitioner backgrounds. It was devised to help humanity, people, perceived as complex adaptive systems, to self-organize, co-create, and manage complexity, by sh
The strategic management and development of brands continues to grow in importance for most businesses and the 1990s have seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well matched brands working