Co-creating Brands: Brand Management from A Co-creative Perspective

by Nicholas Ind, Holger J. Schmidt

Overview

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.

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 organization 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 this process has shifted to the intersection between the organization and its stakeholders, leading 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 organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.

Product Details

ISBN-13:	9781472962256
Publisher:	Bloomsbury Publishing
Publication date:	12/12/2019
Sold by:	Barnes & Noble
Format:	eBook
Pages:	336
File size:	3 MB

About the Author

Prof. Dr. Holger J. Schmidt is a Full Professor of General Management and Marketing at Koblenz University of Applied Sciences, Germany. Before his academic career, he worked for consultants, advertising agencies and a global service provider. Holger is the author of numerous books and academic publications and a respected member of the international brand management community. He was Visiting Professor at CPUT in Cape Town and guest lecturer at several other institutions.

Nicholas Ind is Associate Professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a Director of a design group and was an Account Director in an advertising agency. He has published articles in Journal of Product and Brand Management, Journal of Brand Management and California Management Review. He is a Visiting Professor at ESADE, Barcelona and Edinburgh Napier University.
Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books.
Holger J. Schmidt is a Professor of General Management and Marketing at Koblenz University of Applied Science. Before his academic career, he worked for consultants, advertising agencies and a global service provider. Holger is the author of numerous books and academic publications and a member of the international brand management community.

Table of Contents

List of Co-Creators ix

Foreword Venkat Ramaswamy xi

Introduction 1

Chapter 1 A short history of brands and their management 7

Chapter 2 The era of co-creation 30

Chapter 3 Why individuals and organisations co-create 56

Chapter 4 Organising for co-creation 85

Chapter 5 The co-creative brand management system 106

Chapter 6 Generating and understanding brand-related insights 121

Chapter 7 Defining and adjusting brand strategy 166

Chapter 8 Co-creating brand equity 188

Chapter 9 Co-creation in different contexts 227

Chapter 10 The practice of co-creation 272

References 295

Index 319

Editorial Reviews

Ind and Schmidt pull together cutting-edge thoughts on how brands may come to be created through a co-created process in which varying constituents all play a part in the brand's construction and maintenance. The book contains contributions from an impressive group of prestigious figures, as it takes theory and shows how it can be turned into practice. Everyone with an interest in modern brand management will benefit from Co-Creating Brands” —Barry J. Babin, Morris Lewis Professor of Marketing, University of Mississippi

“Co-creation has become the only way to think about brands. In Co-creating Brands, Ind and Schmidt bring this reality to life by showing how the power of consumers to influence brands provides tremendous opportunities for those organizations that adopt an open attitude and are willing to learn from others” —Salima Douven, Director of Digital Strategy & Operations, Henkel

“Ind and Schmidt and their co-creators offer the brand management student a contemporary way of thinking. They teach how to build brands in networks in which a variety of different interest groups interact with each other and with the company. Their examples from all over the world show that brand co-creation is not only theoretically convincing, but also clearly helps brands to succeed in the marketplace.” —Jörg Henseler, Professor and Chair of Product-Market Relations, University of Twente

“Brands are a lighthouse in an ineluctably changing world. But many consumers want to be more than shoppers, they want a sense of partnership. That's where wise managers can leverage this clear-cut and thorough book which encourages you to explore collaborative creativity and brand management further. Professors Ind and Schmidt provide you a step-by-step guide to setting up and managing a co-creative brand management system, that will sustain your brand in this era of upheaval and transformation.” —Nicolas Bry, Founder of Orange Intrapreneurs Studio

“Co-Creating Brands provides the next generation of managers with the necessary knowledge and skills to work with the complex subject of branding in a fast changing and networked world.” —Charles Trevail, CEO, Interbrand Group

From the Publisher