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Co-creating Brands: Brand Management from A Co-creative Perspective by Nicholas Ind, Holger J. Schmidt

• Co-creating Brands: Brand Management from A Co-creative Perspective
• Nicholas Ind, Holger J. Schmidt
• Page: 336
• Format: pdf, ePub, mobi, fb2
• ISBN: 9781472962263
• Publisher: Bloomsbury USA

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It ebooks download Co-creating Brands: Brand Management from A Co-creative Perspective by Nicholas Ind, Holger J. Schmidt English version 9781472962263 CHM PDF iBook

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Traditional approaches to brand management adopt an organizational perspective—the assumption is that the organization designs, produces and sells the brand, making a promise to customers and delivering on it. However, this view is limited. The power of the Internet to connect people and the desire of consumers to focus on experiences means that the brand is not created by the organization, but rather is co-created through the experiences of consumers, the participation of people in online communities and the sharing of ideas and opinions within networks. In this new reality, the task of managers is to connect, listen and participate. The focus of brand management is no longer on the organization but on the intersection between the organization and all its stakeholders. This changing environment must lead to a new brand management paradigm, which the authors call the "co-creation perspective." Written in an accessible style with easy to understand models and international examples, Brand Management looks at how co-created brands create value and how the success of a co-creative approach can be measured. The book outlines the specific leadership approach required to develop a supportive culture—co-creative leaders need to be willing to let go of their brand and allow employees, customers and other stakeholders to help develop it. Along with the positive outcomes of co-creation come situational challenges that will need to be handled differently within different industries. Co-creating Brands details the adjustments that leaders and organizations will need to make and how these challenges can be overcome.

Co-creating Brands: Brand Management from A Co-creative
Co-creating Brands. Brand Management from A Co-creative Perspective. By: Nicholas Ind, Holger J. Schmidt. Published: 12-12-2019. Co-creating Brands: Brand Management from A Co-creative
This changing environment must lead to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration  Co-creating Brands - Bloomsbury Publishing
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. Building Brands Together: Emergence and Outcomes of Co
Implications from a managerial perspective call for corporate brands to be more open, brand cocreation resides a disruptive approach over management control. Based on the conceptual literature claiming that brand value co-creation  Co-creating Brands: Brand Management from A - Bloomsbury
Brand Management from A Co-creative Perspective In Co-creating Brands, Ind and Schmidt bring this reality to life by showing how the power of consumers to  Co-creating Brands: Brand Management from A Co-creative
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Nov 8, 2019 - PDF Free Co-creating Brands: Brand Management from A Co-creative Perspective Author Holger Schmidt and Nicholas Ind. Fresh perspectives on brand management
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