Test Bank For Brand Management: Co-creating Meaningful Brands,3rd Edition By Michael Beverland, Pinar Cankurtaran
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Test Bank For Brand Management: Co-creating Meaningful Brands,3rd Edition By Michael Beverland, Pinar Cankurtaran

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93
File size
422.78 KB
Format
Digital PDF
Course
Business
Category
TEST BANKS
About this ebook
Test Bank For Brand Management: Co-creating Meaningful Brands (Third Edition) by Michael Beverland and Pinar Cankurtaran is a leading academic textbook published by SAGE Publications Ltd in May 2024. It focuses on the shift from traditional, top-down branding to contemporary, collaborative marketing strategies where companies and consumers co-create a brand's meaning and identity. [1, 2, 3, 4]
The book is widely available on global platforms like Amazon and VitalSource. [1, 2, 3]
📘 Book Specifications
    • Publisher: SAGE Publications Ltd
    • Publication Date: May 2024
    • ISBN-13: 978-1529616972 (Paperback) or 978-1529616989 (Hardcover) [1, 2, 3]
🔑 Core Themes & Key Pillars
The book blends marketing theory with fast-paced practical applications, centered on the idea that in a digital, social-media-driven world, consumers actively shape products and narratives. It presents four core outcomes a successful brand must balance: [1, 2, 3]
    • Brand Relevance: Achieved by analyzing user needs.
    • Brand Differentiation: Achieved by exploring competitive environments.
    • Deliverability: Built by analyzing internal capabilities to give consumers a "reason to believe".
    • Authenticity: Anchored in organizational ideology to protect corporate equity from public backlash. [1]
🆕 What’s New in the Third Edition?
    • Creative Chapter: A brand-new section dedicated to the creative aspects of branding, covering naming conventions, logo design, and brand experiences. [1]
    • Modern Case Studies: Fresh analysis of diverse global brands including Glossier, Tony's Chocolonely, Shinola Detroit, Lovehoney, Whisper, Trung Nguyen, and Shatta Wale. [1]
    • Ethical Branding: Deepened focus on purpose-driven marketing and socio-political brand activism. [1]
🎓 About the Authors
  • Michael Beverland: Professor of Brand Marketing at the University of Sussex Business School.
  • Pinar Cankurtaran: Assistant Professor of Brand Strategy at Delft University of Technology, specialized in industrial design engineering, brand authenticity, and brand discourses. [1, 2]

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Brand Management: test bank
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