TY  - BOOK
AU  - Ind, Nicholas
AU  - Schmidt, Holger
TI  - Co-creating brands : : Brand management from a co-creative perspective 
SN  - 9781472980014
U1  - 658.827 
PY  - 2019///
CY  - London :  
PB  - Bloomsbury Business
KW  - Brand name products
KW  - Management.
KW  - Branding (Marketing)
KW  - Customer relations
KW  - Management
N1  - A short history of brands and their management --
The era of co-creation --
Why individuals and organisations co-create --
Organising for co-creation --
The co-creative brand management system --
Generating and understanding brand-related insights --
Defining and adjusting brand strategy --
Co-creating brand equity --
Co-creation in different contexts --
The practice of co-creation
ER  -