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Co-Creating Brands

Co-Creating Brands (eBook)

Brand Management From A Co-Creative Perspective

de Schmidt Holger J. Schmidt e Ind Nicholas Ind 

idioma: Inglês
Editor: BLOOMSBURY PUBLISHING
Edição ou reimpressão: dezembro de 2019
22,42€
Disponibilidade Imediata
Ebook para ADE

Brand management and development has traditionally been regarded as the responsibility of the organization they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organisation so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. This changing environment must lead to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organisational leaders are willing to let go complete control of their brand and recognise the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.

Co-Creating Brands
Brand Management From A Co-Creative Perspective
de Schmidt Holger J. Schmidt e Ind Nicholas Ind 
ISBN: 9781472962256 Ano de edição ou reimpressão: 12-2019 Editor: BLOOMSBURY PUBLISHING Idioma: Inglês Páginas: 336 Tipo de Produto: eBook Formato: ePUB i Classificação Temática: eBooks  >  eBooks em Inglês  >  Gestão  >  Gestão e Organização

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