Description: Kellogg on Branding in a Hyper-Connected World (HardCover). Foreword ix Jim Stengel Preface xi Alice M. Tybout and Tim Calkins Acknowledgments xvii Introduction: The Power and Challenge of Branding xix Tim Calkins Section One Thinking Strategically about Your Brand Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3 Alice M. Tybout Chapter 2 Leveraging the Power of Brand Purpose 20 Jim Stengel, Matt Carcieri, and Renée Dunn Chapter 3 Creating a Powerful Brand Portfolio 37 Tim Calkins Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53 Gregory S. Carpenter and Kent Nakamoto Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67 Eric Leininger Chapter 6 The Three Keys to Building Global Brands with Soul 78 Sanjay Khosla Section Two Bringing Your Brand to Life Chapter 7 Brand Design and Design Thinking 93 Bobby J. Calder Chapter 8 Leveraging Touchpoints in Today's Branding Environment 110 Kevin McTigue Chapter 9 Building Strong Connections between Brands and the Self 129 Neal J. Roese and Wendi L. Gardner Chapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143 Brian Sternthal Chapter 11 Digital Brand Storytelling 161 Mohanbir Sawhney Chapter 12 Branding Services in the Digital Era 177 Tom O'Toole Section Three Gaining Insight about Your Brand and Quantifying Its Stature Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193 Bridgette Braig Chapter 14 Using Neuroscience to Assess Brands 207 Moran Cerf Chapter 15 Measuring Brand Relevance and Health 218 Julie Hennessy Chapter 16 Connecting Marketing and Finance via Brand Value 234 Bobby J. Calder Section Four Lessons from Brand Leaders Chapter 17 Has Purpose Lost Its Purpose? McDonald's Defines Its Style of Marketing 249 Silvia Lagnado and Colin Mitchell Chapter 18 Ulta Beauty Gets a Branding Makeover 256 Mary Dillon and Dave Kimbell Chapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263 Denny Docherty and Mike Porter Chapter 20 Rebranding an Organization: The Novant Health Story 271 Scott Davis and David Duvall Chapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279 Gloria Guevara Chapter 22 Managing Brand Communications in a Digital World 287 Cindy Halvorsen Chapter 23 Customer Experience: The New Frontier of Branding 294 Sergio Pereira Chapter 24 Brand New: Creating a Brand from Scratch 301 Paul Earle Index 311
Price: 15 USD
Location: New York, New York
End Time: 2024-11-16T21:46:10.000Z
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Item Specifics
All returns accepted: ReturnsNotAccepted
Format: Hardcover
Publication Year: 2019
Type: Textbook
Subject Area: Organizational Sociology, Experimental Psychology, Data Analysis
Publication Name: Wiley & Sons, Incorporated, John
Author: Tim Calkins
Subject: Management, Marketing
