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A Very Short, Fairly Interesting and Reasonably Cheap Book about Brand Management
- Michael Beverland - University of Sussex
- Pinar Cankurtaran - University of Sussex
January 2025 | 152 pages | SAGE Publications Ltd
Each book in the ‘Very Short, Fairly Interesting & Reasonably Cheap’ series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
This accessible and affordable introduction to brand management provides an overview of the controversies and debates, leading thinkers and enduring challenges in brands and branding, with one eye on historical context and cultural and critical perspectives throughout.
Michael Beverland and Pinar Cankurtaran are Professor and Associate Professor of Brand Strategy at University of Sussex Business School.
This accessible and affordable introduction to brand management provides an overview of the controversies and debates, leading thinkers and enduring challenges in brands and branding, with one eye on historical context and cultural and critical perspectives throughout.
Michael Beverland and Pinar Cankurtaran are Professor and Associate Professor of Brand Strategy at University of Sussex Business School.
Chapter 1: Introduction: studying brands and branding
Chapter 2: Past, present and future of brands and branding
Chapter 3: The brand gurus
Chapter 4: How to speak like a branding pro
Chapter 5: Enduring challenges in branding
Epilogue
As the title promises, the book is short, yet interesting and in spite of its shortness, covers various areas of brand management in a concise manner. Here in Finland, students are not obliged to buy their course books (as they are provided by the university library) but this one I recommended my brand-management course students to buy as a kind of quick hand book of the subject.
Marketing & International Business, University of Turku
March 10, 2025
