{"product_id":"kellogg-on-branding-in-a-hyper-connected-world-isbn-9781119533184","title":"Kellogg on Branding in a Hyper-Connected World","description":"\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 critical topics that play a central role in real-world branding and marketing scenarios.\u003c\/p\u003e \u003cp\u003eCreating 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\u003ci\u003e, Kellogg on Branding in a Hyper-Connected World \u003c\/i\u003earms you with the knowledge and skills to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eApply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more\u003c\/li\u003e \u003cli\u003eAdopt successful strategies from development to launch to leveraging\u003c\/li\u003e \u003cli\u003eBuild brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace\u003c\/li\u003e \u003c\/ul\u003e \u003cul\u003e \u003cli\u003eIncrease brand value and use brand positioning to build a mega-brand\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIn today’s challenging and complex marketplace, effective branding has become a central component of success. \u003ci\u003eKellogg on Branding in a Hyper-Connected World \u003c\/i\u003eis a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.\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  \u003cp\u003e\u003cb\u003eAlice M. Tybout\u003c\/b\u003e is the Harold T. Martin Professor of Marketing at Northwestern University's 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 Northwestern's Allen Center. In addition to this work, she has edited two other Wiley-published \"\u003ci\u003eKellogg on\u003c\/i\u003e…\" volumes and has published more than forty articles in scholarly journals. \u003c\/p\u003e\u003cp\u003eShe 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTim Calkins\u003c\/b\u003e is Clinical Professor of Marketing at Northwestern University's 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. \u003c\/p\u003e\u003cp\u003eHe received his BA from Yale and his MBA from Harvard. His latest book is \u003ci\u003eHow to Wash a Chicken: Mastering the Business Presentation.\u003c\/i\u003e He also wrote \u003ci\u003eDefending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks\u003c\/i\u003e and\u003ci\u003e Breakthrough Marketing Plans.\u003c\/i\u003e    \u003c\/p\u003e\u003cp\u003eToday'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! \u003c\/p\u003e\u003cp\u003eStarting from this understanding, \u003ci\u003eKellogg on Branding in a Hyper-Connected World\u003c\/i\u003e 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\u0026amp;G, the book's 24 chapters are organized around four themes: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDeveloping a strategic foundation for your brand and leading the brand\u003c\/li\u003e \u003cli\u003eBringing your brand strategy to life through design thinking, touchpoint management, insight about fundamental consumer motivations and effective use of traditional and digital media\u003c\/li\u003e \u003cli\u003eAssessing how consumers are responding to your brand using qualitative and quantitative research methods\u003c\/li\u003e \u003cli\u003eLearning from the practical experience of those who lead established brands or are helping to launch new brands in today's hyper-connected marketplace\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eTogether, 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.    \u003c\/p\u003e\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003eThis 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. \u003c\/p\u003e\u003cp\u003eThe book includes: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eThe latest thinking on how to define a brand and the role of positioning and purpose\u003c\/li\u003e \u003cli\u003eInsights 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\u003c\/li\u003e \u003cli\u003eA review of cutting-edge brand building techniques, from identifying insight to using neuro-marketing to calculating brand value\u003c\/li\u003e \u003cli\u003eLearnings from brand leaders at organizations including McDonalds, John Deere, Google, and Ulta Beauty\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eNorthwestern 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989496545509,"sku":"NP9781119533184","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119533184.jpg?v=1761784338","url":"https:\/\/k12savings.com\/es\/products\/kellogg-on-branding-in-a-hyper-connected-world-isbn-9781119533184","provider":"K12savings","version":"1.0","type":"link"}