{"product_id":"kellogg-on-branding-in-a-hyperconnected-world-9781119533184","title":"Kellogg on Branding in a HyperConnected World","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eWorld-class branding for the interconnected modern marketplace\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eKellogg on Branding in a Hyper-Connected World \u003c\/i\u003eoffers 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 critica\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword ix\u003cbr\u003e\u003ci\u003eJim Stengel\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePreface xi\u003cbr\u003e\u003ci\u003eAlice M. Tybout and Tim Calkins\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eIntroduction: The Power and Challenge of Branding xix\u003cbr\u003e\u003ci\u003eTim Calkins\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One Thinking Strategically about Your Brand\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3\u003cbr\u003e\u003ci\u003eAlice M. Tybout\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Leveraging the Power of Brand Purpose 20\u003cbr\u003e\u003ci\u003eJim Stengel, Matt Carcieri, and Renée Dunn\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Creating a Powerful Brand Portfolio 37\u003cbr\u003e\u003ci\u003eTim Calkins\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53\u003cbr\u003e\u003ci\u003eGregory S. Carpenter and Kent Nakamoto\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67\u003cbr\u003e\u003ci\u003eEric Leininger\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 The Three Keys to Building Global Brands with Soul 78\u003cbr\u003e\u003ci\u003eSanjay Khosla\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two Bringing Your Brand to Life\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Brand Design and Design Thinking 93\u003cbr\u003e\u003ci\u003eBobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Leveraging Touchpoints in Today’s Branding Environment 110\u003cbr\u003e\u003ci\u003eKevin McTigue\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Building Strong Connections between Brands and the Self 129\u003cbr\u003e\u003ci\u003eNeal J. Roese and Wendi L. Gardner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143\u003cbr\u003e\u003ci\u003eBrian Sternthal\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 11 Digital Brand Storytelling 161\u003cbr\u003e\u003ci\u003eMohanbir Sawhney\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Branding Services in the Digital Era 177\u003cbr\u003e\u003ci\u003eTom O’Toole\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Three Gaining Insight about Your Brand and Quantifying Its Stature\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193\u003cbr\u003e\u003ci\u003eBridgette Braig\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 14 Using Neuroscience to Assess Brands 207\u003cbr\u003e\u003ci\u003eMoran Cerf\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 Measuring Brand Relevance and Health 218\u003cbr\u003e\u003ci\u003eJulie Hennessy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 16 Connecting Marketing and Finance via Brand Value 234\u003cbr\u003e\u003ci\u003eBobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Four Lessons from Brand Leaders\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing 249\u003cbr\u003e\u003ci\u003eSilvia Lagnado and Colin Mitchell\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 18 Ulta Beauty Gets a Branding Makeover 256\u003cbr\u003e\u003ci\u003eMary Dillon and Dave Kimbell\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263\u003cbr\u003e\u003ci\u003eDenny Docherty and Mike Porter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 20 Rebranding an Organization: The Novant Health Story 271\u003cbr\u003e\u003ci\u003eScott Davis and David Duvall\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279\u003cbr\u003e\u003ci\u003eGloria Guevara\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 22 Managing Brand Communications in a Digital World 287\u003cbr\u003e\u003ci\u003eCindy Halvorsen\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 23 Customer Experience: The New Frontier of Branding 294\u003cbr\u003e\u003ci\u003eSergio Pereira\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 24 Brand New: Creating a Brand from Scratch 301\u003cbr\u003e\u003ci\u003ePaul Earle\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIndex 311\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407074697559,"sku":"9781119533184","price":22.94,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119533184.jpg?v=1730498088","url":"https:\/\/bookcurl.com\/products\/kellogg-on-branding-in-a-hyperconnected-world-9781119533184","provider":"Book Curl","version":"1.0","type":"link"}