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Brand Management

Brand Management
Co-creating Meaningful Brands

Second Edition
Additional resources:

May 2021 | 432 pages | SAGE Publications Ltd
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.

In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.

Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands. 

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


Click for online resources

Lecturer resources

  • PowerPoint Slides
  • Test Bank
  • Figures and Tables Bank

Student resources

  • 'Moving Brands' videos
  • Useful Web Links
  • Video Links
  • SAGE Journal Articles


excellent and comprehensive textbook with well crafted case studies

Dept of Business Administration, University of Piraeus
November 11, 2021

First I would like to underscors that the book is a very very good book for branding (providing an excellent mix of previous textbooks) and I might clearly use it as a main textbook if I teach branding again in the near future. Yet, I intended to use the book as a complementary ressources to build a sustainable brand (in a sustainable marketing class so not only on branding) and, while it cleary touches the topic (using a mini case for instance: ecotricity) it didn't do so enough. I for instance thought that the last chapter would be more devoted to this topic.

Mr Olivier TRENDEL
Marketing, Grenoble Ecole de Management
April 16, 2021

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