| Description |
1 online resource (xxviii, 338 pages) : illustrations |
| Series |
Kellogg School of Management (Series) |
|
Kellogg School of Management (Series)
|
| Contents |
Introduction: The Power and Challenge of Branding / Tim Calkins -- Brand Positioning: The Foundation for Building a Strong Brand / Alice M. Tybout -- Leveraging the Power of Brand Purpose / Jim Stengel, Matt Carcieri, and Renée Dunn -- Creating a Powerful Brand Portfolio / Tim Calkins -- Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage / Gregory S. Carpenter and Kent Nakamoto -- Leading the Brand: Brand Strategy Orchestration and Implementation / Eric Leininger -- The Three Keys to Building Global Brands with Soul / Sanjay Khosla -- Brand Design and Design Thinking / Bobby J. Calder -- Leveraging Touchpoints in Today's Branding Environment / Kevin McTigue -- Building Strong Connections between Brands and the Self / Neal J. Roese and Wendi L. Gardner -- Building Strong Brands through Advertising Strategy in the Online Age / Brian Sternthal -- Digital Brand Storytelling / Mohanbir Sawhney -- Branding Services in the Digital Era / Tom O'Toole -- Digital Transformation and the Evolution of Customer Insights in Brand Building / Bridgette Braig -- Using Neuroscience to Assess Brands / Moran Cerf -- Measuring Brand Relevance and Health / Julie Hennessy -- Connecting Marketing and Finance via Brand Value / Bobby J. Calder -- Has Purpose Lost Its Purpose? McDonald's Defines Its Style of Marketing / Silvia Lagnado and Colin Mitchell -- Ulta Beauty Gets a Branding Makeover / Mary Dillon and Dave Kimbell -- Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story / Denny Docherty and Mike Porter -- Rebranding an Organization: The Novant Health Story / Scott Davis and David Duvall -- Repositioning a Country Brand: Changing the Conversation about Mexico / Gloria Guevara -- Managing Brand Communications in a Digital World / Cindy Halvorsen -- Customer Experience: The New Frontier of Branding / Sergio Pereira -- Brand New: Creating a Brand from Scratch / Paul Earle |
| Summary |
"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 resource includes 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."--Publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from digital title page (viewed on April 04, 2019) |
| Subject |
Brand name products.
|
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Brand name products -- Case studies
|
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Branding (Marketing)
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Branding (Marketing) -- Case studies
|
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Internet marketing.
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Internet marketing -- Case studies
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Customer relations -- Management.
|
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Customer relations -- Management -- Case studies
|
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branding.
|
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BUSINESS & ECONOMICS -- Industrial Management.
|
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BUSINESS & ECONOMICS -- Management.
|
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BUSINESS & ECONOMICS -- Management Science.
|
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BUSINESS & ECONOMICS -- Organizational Behavior.
|
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Brand name products
|
|
Branding (Marketing)
|
|
Customer relations -- Management
|
|
Internet marketing
|
| Genre/Form |
Case studies
|
|
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Tybout, Alice M., editor, contributor
|
|
Calkins, Tim, editor, contributor
|
|
Kellogg School of Management.
|
| LC no. |
2018057398 |
| ISBN |
9781119533290 |
|
1119533295 |
|
1119533287 |
|
9781119533283 |
|
