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.
Online resources for instructors and students: study.sagepub.com/beverland2e
- PowerPoint Slides
- Test Bank
- Figures and Tables Bank
- Discussion questions and activities
- 'Moving Brands' videos
- Useful Web Links
- Video Links
- SAGE Journal Articles