Kellogg on branding in a hyper-connected world /

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"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 bra...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor Corporativo: Kellogg School of Management
Otros Autores: Tybout, Alice M. (Editor , Contribuidor), Calkins, Tim (Editor , Contribuidor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : Tim John Wiley & Sons, Inc., [2019]
Colección:Kellogg School of Management (Series)
Temas:
Brand name products.
Brand name products > Case studies.
Branding (Marketing)
Branding (Marketing) > Case studies.
Internet marketing.
Internet marketing > Case studies.
Customer relations > Management.
Customer relations > Management > Case studies.
Produits de marque.
Produits de marque > Études de cas.
Stratégie de marque.
Stratégie de marque > Études de cas.
Marketing sur Internet.
Marketing sur Internet > Études de cas.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Brand name products
Customer relations > Management
Internet marketing
Case studies
Case studies.
Études de cas.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction: The Power and Challenge of Branding / Tim Calkins
  • Brand Positioning: The Foundation for Building a Strong Brand / Alice M. Tybout
  • Leveraging the Power of Brand Purpose / Jim Stengel, Matt Carcieri, and Renée Dunn
  • Creating a Powerful Brand Portfolio / Tim Calkins
  • Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage / Gregory S. Carpenter and Kent Nakamoto
  • Leading the Brand: Brand Strategy Orchestration and Implementation / Eric Leininger
  • The Three Keys to Building Global Brands with Soul / Sanjay Khosla
  • Brand Design and Design Thinking / Bobby J. Calder
  • Leveraging Touchpoints in Today's Branding Environment / Kevin McTigue
  • Building Strong Connections between Brands and the Self / Neal J. Roese and Wendi L. Gardner
  • Building Strong Brands through Advertising Strategy in the Online Age / Brian Sternthal
  • Digital Brand Storytelling / Mohanbir Sawhney
  • Branding Services in the Digital Era / Tom O'Toole
  • Digital Transformation and the Evolution of Customer Insights in Brand Building / Bridgette Braig
  • Using Neuroscience to Assess Brands / Moran Cerf
  • Measuring Brand Relevance and Health / Julie Hennessy
  • Connecting Marketing and Finance via Brand Value / Bobby J. Calder
  • Has Purpose Lost Its Purpose? McDonald's Defines Its Style of Marketing / Silvia Lagnado and Colin Mitchell
  • Ulta Beauty Gets a Branding Makeover / Mary Dillon and Dave Kimbell
  • Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story / Denny Docherty and Mike Porter
  • Rebranding an Organization: The Novant Health Story / Scott Davis and David Duvall
  • Repositioning a Country Brand: Changing the Conversation about Mexico / Gloria Guevara
  • Managing Brand Communications in a Digital World / Cindy Halvorsen
  • Customer Experience: The New Frontier of Branding / Sergio Pereira
  • Brand New: Creating a Brand from Scratch / Paul Earle.

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