Brand Management

In Brand Management: Co-creating Meaningful Brands, Michael Beverland lays a solid foundation in brand management by combining theoretical insights with practical applications. The book emphasizes the evolving role of the consumer, who is now seen as a pivotal co-creator in shaping a brand’s identity. As digital platforms and social media blur the line between producers and consumers, understanding this dynamic becomes increasingly vital. The text draws on a range of geographically varied case studies - including well-known brands like Burger King, Lego, Lynx, Maserati, HSBC, and Vegemite - to illustrate how brands can engage consumers in innovative ways. This approach provides students with tangible examples of co-creation theory in action and deepens their understanding of contemporary branding strategies. Complemented by a suite of digital resources specifically designed for both lecturers and students, the book serves as a comprehensive guide to modern brand management. Whether used in academic settings or as a resource for practitioners, it offers valuable insights into building and sustaining meaningful brands in today’s interactive market landscape.