Book description
World-class branding for the interconnected modern marketplace
Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios.
Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to:
- Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more
- Adopt successful strategies from development to launch to leveraging
- Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace
- Increase brand value and use brand positioning to build a mega-brand
In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
Table of contents
- Coverpage
- Foreword
- Preface
- Acknowledgments
- Introduction: The Power and Challenge of Branding
-
SECTION ONE Thinking Strategically about Your Brand
- CHAPTER 1 Brand Positioning: The Foundation for Building a Strong Brand
- CHAPTER 2 Leveraging the Power of Brand Purpose
- CHAPTER 3 Creating a Powerful Brand Portfolio
- CHAPTER 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage
- CHAPTER 5 Leading the Brand: Brand Strategy Orchestration and Implementation
- CHAPTER 6 The Three Keys to Building Global Brands with Soul
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SECTION TWO Bringing Your Brand to Life
- CHAPTER 7 Brand Design and Design Thinking
- CHAPTER 8 Leveraging Touchpoints in Today’s Branding Environment
- CHAPTER 9 Building Strong Connections between Brands and the Self
- CHAPTER 10 Building Strong Brands through Advertising Strategy in the Online Age
- CHAPTER 11 Digital Brand Storytelling
- CHAPTER 12 Branding Services in the Digital Era
- SECTION THREE Gaining Insight about Your Brand and Quantifying Its Stature
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SECTION FOUR Lessons from Brand Leaders
- CHAPTER 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing
- CHAPTER 18 Ulta Beauty Gets a Branding Makeover
- CHAPTER 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story
- CHAPTER 20 Rebranding an Organization: The Novant Health Story
- CHAPTER 21 Repositioning a Country Brand: Changing the Conversation about Mexico
- CHAPTER 22 Managing Brand Communications in a Digital World
- CHAPTER 23 Customer Experience: The New Frontier of Branding
- CHAPTER 24 Brand New: Creating a Brand from Scratch
- Index
- WILEY END USER LICENSE AGREEMENT
Product information
- Title: Kellogg on Branding in a Hyper-Connected World
- Author(s):
- Release date: March 2019
- Publisher(s): Wiley
- ISBN: 9781119533184
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