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.
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