Brand Management

<p><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.</span></p><p></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier Lovehoney Whisper Shinola Detroit Trung Nguyen Shatta Wale Tony's Chocolonely.</span></p><p></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>Also included are updated research references and online resources as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. </span></p><p></p><p><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>This textbook is essential reading for all students studying branding and brand management at university level.</span></p><p></p><p><strong style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>Michael Beverland</strong><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)> is Professor of Brand Marketing at University of Sussex Business School.</span></p><p></p><p><strong style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>Pinar Cankurtaran</strong><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)> is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering Delft University of Technology.</span></p>