Kellogg on Branding in a Hyper-Connected World - Hardcover

Hardcover

ISBN 10: 111953318X ISBN 13: 9781119533184

Publisher: Wiley, 2019

Synopsis

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.

About this title

From the Inside Flap:

Today's hyper-connected world has raised the stakes for those who create and manage brands. The brand choices and the information about them are all but limitless, making it difficult for a brand manager to find a sustainable basis for differentiation. Further, brands are now expected to not only offer performance features tailored to consumers' unique needs and preferences, but also to connect with consumers' goals and identities by serving a higher- order purpose. A tall order indeed!

Starting from this understanding, Kellogg on Branding in a Hyper-Connected World brings together cutting-edge theory and frameworks by Kellogg's world-renown marketing faculty and practical wisdom from seasoned branding experts who manage both established and emerging brands in contemporary markets. Following a foreword by Jim Stengel, former CMO of P&G, the book's 24 chapters are organized around four themes:

• Developing a strategic foundation for your brand and leading the brand
• Bringing your brand strategy to life through design thinking, touchpoint management, insight about fundamental consumer motivations and effective use of traditional and digital media
• Assessing how consumers are responding to your brand using qualitative and quantitative research methods
• Learning from the practical experience of those who lead established brands or are helping to launch new brands in today's hyper-connected marketplace

Together, these chapters provide executives and managers with the ideas, frameworks and tools they need to build strong brands as they face empowered consumers in today's dynamic and intensely competitive market.

From the Back Cover:

The most valuable asset at many organizations is the brand. By creating trust, differentiating the product offering and building loyalty, brands are the foundation for long-term businesses.

This latest book from Northwestern University's Kellogg School of Management is a guide to creating and building powerful brands. The book combines insights from academic thought-leaders and learnings from successful global brand-builders.

The book includes:

• The latest thinking on how to define a brand and the role of positioning and purpose
• Insights on how to bring a brand to life in our hyper-connected world, from using customer journey analysis as a framework for touchpoint design to digital story-telling
• A review of cutting-edge brand building techniques, from identifying insight to using neuro-marketing to calculating brand value
• Learnings from brand leaders at organizations including McDonalds, John Deere, Google, and Ulta Beauty

Northwestern University's Kellogg School of Management is widely regarded as one of the world's top business schools, and without question the thought-leader in marketing theory and practice. This latest collection of insights will help managers build the strong brands of tomorrow.

About this edition

• Publisher: Wiley
• Publication date: 2019
• ISBN 10: 111953318X
• ISBN 13: 9781119533184
• Binding: Hardcover
• Edition number: 1
• Number of pages: 368
• Editor: Tybout Alice M., Calkins Tim