Kellogg on Branding in a Hyper-Connected World by Alice M. Tybout (English) Hard

Description: FREE SHIPPING UK WIDE Kellogg on Branding in a Hyper-Connected World by Alice M. Tybout, Tim Calkins 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 todays consumer, todays competition, and the wealth of media at your disposal. In-depth discussion highlights the fields 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 worlds 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 moreAdopt successful strategies from development to launch to leveragingBuild 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 todays 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New 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 Universitys 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 Universitys Kellogg School of Management is widely regarded as one of the worlds 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. Flap 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 Universitys 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 Universitys Kellogg School of Management is widely regarded as one of the worlds 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. Author Biography Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern Universitys Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwesterns Allen Center. In addition to this work, she has edited two other Wiley-published "Kellogg on…" volumes and has published more than forty articles in scholarly journals. She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University. Tim Calkins is Clinical Professor of Marketing at Northwestern Universitys Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno. He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans. Table of Contents Foreword ixJim Stengel Preface xiAlice M. Tybout and Tim Calkins Acknowledgments xvii Introduction: The Power and Challenge of Branding xixTim Calkins Section One Thinking Strategically about Your Brand Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3Alice M. Tybout Chapter 2 Leveraging the Power of Brand Purpose 20Jim Stengel, Matt Carcieri, and Renée Dunn Chapter 3 Creating a Powerful Brand Portfolio 37Tim Calkins Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53Gregory S. Carpenter and Kent Nakamoto Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67Eric Leininger Chapter 6 The Three Keys to Building Global Brands with Soul 78Sanjay Khosla Section Two Bringing Your Brand to Life Chapter 7 Brand Design and Design Thinking 93Bobby J. Calder Chapter 8 Leveraging Touchpoints in Todays Branding Environment 110Kevin McTigue Chapter 9 Building Strong Connections between Brands and the Self 129Neal J. Roese and Wendi L. Gardner Chapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143Brian Sternthal Chapter 11 Digital Brand Storytelling 161Mohanbir Sawhney Chapter 12 Branding Services in the Digital Era 177Tom OToole Section Three Gaining Insight about Your Brand and Quantifying Its Stature Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193Bridgette Braig Chapter 14 Using Neuroscience to Assess Brands 207Moran Cerf Chapter 15 Measuring Brand Relevance and Health 218Julie Hennessy Chapter 16 Connecting Marketing and Finance via Brand Value 234Bobby J. Calder Section Four Lessons from Brand Leaders Chapter 17 Has Purpose Lost Its Purpose? McDonalds Defines Its Style of Marketing 249Silvia Lagnado and Colin Mitchell Chapter 18 Ulta Beauty Gets a Branding Makeover 256Mary Dillon and Dave Kimbell Chapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263Denny Docherty and Mike Porter Chapter 20 Rebranding an Organization: The Novant Health Story 271Scott Davis and David Duvall Chapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279Gloria Guevara Chapter 22 Managing Brand Communications in a Digital World 287Cindy Halvorsen Chapter 23 Customer Experience: The New Frontier of Branding 294Sergio Pereira Chapter 24 Brand New: Creating a Brand from Scratch 301Paul Earle Index 311 Details ISBN111953318X Publisher John Wiley & Sons Inc Year 2019 ISBN-10 111953318X ISBN-13 9781119533184 Format Hardcover Imprint John Wiley & Sons Inc Place of Publication New York Country of Publication United States Pages 368 DEWEY 658.827 Language English Publication Date 2019-04-30 UK Release Date 2019-04-30 NZ Release Date 2019-03-19 Author Tim Calkins Audience General US Release Date 2019-04-30 AU Release Date 2019-02-28 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! 30 DAY RETURN POLICY No questions asked, 30 day returns! FREE DELIVERY No matter where you are in the UK, delivery is free. SECURE PAYMENT Peace of mind by paying through PayPal and eBay Buyer Protection TheNile_Item_ID:124813275;

Price: 29.06 GBP

Location: London

End Time: 2024-11-29T04:32:59.000Z

Shipping Cost: 7.1 GBP