Join Forces: Co-creating brand value with consumers: Introducing the Co-creation Approach to Brand Management

Greenfort, Mads Ulrik, Hertz Larsen, Morten

ISBN 10: 3844327282 / ISBN 13: 9783844327281

Published by LAP LAMBERT Academic Publishing, 2011

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Bibliographic Details

• Title: Join Forces: Co-creating brand value with consumers: Introducing the Co-creation Approach to Brand Management
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2011
• Language: English
• ISBN 10: 3844327282
• ISBN 13: 9783844327281
• Binding: Paperback
• Condition: Like New
• Book Type: book

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Synopsis

The profound roles of consumers have changed, and so have the conditions under which companies can successfully build brands. Consumers have gone from being isolated to connected, from unaware to informed and from passive to active. As a result consumers are to a larger extent seeking engagement in active dialogue with manufacturers of products and services – they have a desire co-create. Consequently, current predominant approaches to branding become less effective in the process of building brands in the minds of consumers, as they are rooted in an obsolete logic of marketing, in which consumers are regarded as passive recipients of company offerings. Motivated by the lack of an appropriate approach to brand management, this book sets out to build an approach to building brands that more appropriately responds to the increased needs for consumers to co-create. As a result, this book presents the Co-creation Approach to Brand Management; an approach combining predominant theory respectively within co-creation and branding, to better cater to the needs of consumers of today to establish closer and deeper relationships between these and brands.

About the Author

Mads Ulrik Greenfort a graduate in marketing communications from Copenhagen Business School. Co-founder and sales & marketing director of fair trade fashion brand A QUESTION OF. Morten Hertz Larsen a graduate in marketing communications from Copenhagen Business School, works as brand management professional of FMCS’s for L’Oréal in the Nordics.