How the book can be used

‘Co-Creating Brands’ is a current brand management text book that can be used in undergrad or postgrad lectures. It contains clear learning objectives at the beginning of each chapter, multiple current case studies, interviews with branding experts, as well as suggestions for in-class-activities and questions for reflection. Nevertheless, it is most suitable for lectures on a Master level. Prof. Schmidt uses it as the basic textbook for his course “Brand Management in a Digital World’ that is part of the Master of Science in ‘Business Management’ at Koblenz University of Applied Sciences, Germany.