Co-Creating Brands is a thoughtful brand management book about how organisations can build stronger brands by working with customers, employees, communities, and other stakeholders. Nicholas Ind and Holger J. Schmidt explore how brand value is no longer created only by companies, but through participation, dialogue, experience, and shared meaning.
This book is especially useful for marketers, brand managers, entrepreneurs, business students, communication professionals, and readers interested in modern branding. It explains how co-creation can make brands more relevant, authentic, and responsive in a connected marketplace.
Practical, strategic, and academically grounded, Co-Creating Brands is a strong choice for readers who want to understand brand-building beyond traditional advertising.
• Book Title: Co-Creating Brands: Brand Management from a Co-Creative Perspective
• Authors: Nicholas Ind and Holger J. Schmidt
• Category: Branding / Marketing / Business / Brand Management
• Format: Paperback
• Language: English
• ISBN: 9781472962263
• Pages: 336
• Package Includes: 1 book
Co-Creating Brands explains how brands are shaped through collaboration between organisations and the people who interact with them. It moves away from the older idea that brands are simply controlled from the top and instead shows how value emerges through co-creation.
The book uses strategic models and international case examples to explain how companies can invite participation, manage brand meaning, and create stronger relationships with stakeholders. Its strength lies in combining theory with practical brand-management relevance.
Reader & Media Notes
• Focuses on brand management from a co-creative perspective
• Useful for marketers, brand strategists, business students, and entrepreneurs
• Explores how customers and stakeholders participate in shaping brand value
About the Authors
Nicholas Ind is a branding scholar and author known for his work on brand management, co-creation, and conscious brands. Holger J. Schmidt is a professor and researcher focused on brand management, marketing, and co-creation.
Why Read This Book
• Explains branding beyond traditional company-led messaging
• Useful for marketers, entrepreneurs, and brand managers
• Covers customer participation, stakeholder value, and brand meaning
• Strong read for modern branding and communication strategy
• Helps readers understand co-creation as a strategic brand tool
Perfect For
• Marketing professionals
• Brand managers and strategists
• Entrepreneurs and founders
• Business students
• Branding gift boxes
• Readers interested in customer-centred business
• Title: Co-Creating Brands
• Subtitle: Brand Management from a Co-Creative Perspective
• Authors: Nicholas Ind and Holger J. Schmidt
• Format: Paperback
• Language: English
• ISBN: 9781472962263
• Pages: 336
• Modern book on co-created brand value
• Useful for marketers, entrepreneurs, and brand leaders
• Explores branding through customers, employees, and stakeholders
• Strong choice for business and marketing readers
• Practical perspective on building more participatory brands
Care Note
Keep away from water, direct sunlight, and excessive humidity. Store in a dry place to preserve the cover and pages.
