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Kellogg on branding in a hyper-connected world / edited by Alice M. Tybout, Tim Calkins

Published
Hoboken, New Jersey : John Wiley & Sons, Inc., [2019]
Physical Description
xxviii, 338 pages : illustrations ; 24 cm
Additional Creators
Tybout, Alice M., Calkins, Tim, and Kellogg School of Management

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Contents
Machine generated contents note: Section One Thinking Strategically about Your Brand -- ch. 1 Brand Positioning: The Foundation for Building a Strong Brand / Alice M. Tybout -- ch. 2 Leveraging the Power of Brand Purpose / Renee Dunn -- ch. 3 Creating a Powerful Brand Portfolio / Tim Calkins -- ch. 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage / Kent Nakamoto -- ch. 5 Leading the Brand: Brand Strategy Orchestration and Implementation / Eric Leininger -- ch. 6 The Three Keys to Building Global Brands with Soul / Sanjay Khosla -- Section Two Bringing Your Brand to Life -- ch. 7 Brand Design and Design Thinking / Bobby J. Calder -- ch. 8 Leveraging Touchpoints in Today's Branding Environment / Kevin McTigue -- ch. 9 Building Strong Connections between Brands and the Self / Wendi L. Gardner -- ch. 10 Building Strong Brands through Advertising Strategy in the Online Age / Brian Sternthal -- ch. 11 Digital Brand Storytelling / Mohanbir Sawhney -- ch. 12 Branding Services in the Digital Era / Tom O'Toole -- Section Three Gaining Insight about Your Brand and Quantifying Its Stature -- ch. 13 Digital Transformation and the Evolution of Customer Insights in Brand Building / Bridgette Braig -- ch. 14 Using Neuroscience to Assess Brands / Moran Cerf -- ch. 15 Measuring Brand Relevance and Health / Julie Hennessy -- ch. 16 Connecting Marketing and Finance via Brand Value / Bobby J. Calder -- Section Four Lessons from Brand Leaders -- ch. 17 Has Purpose Lost Its Purpose? McDonald's Defines Its Style of Marketing / Colin Mitchell -- ch. 18 Ulta Beauty Gets a Branding Makeover / Dave Kimbell -- ch. 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story / Mike Porter -- ch. 20 Rebranding an Organization: The Novant Health Story / David Duvall -- ch. 21 Repositioning a Country Brand: Changing the Conversation about Mexico / Gloria Guevara -- ch. 22 Managing Brand Communications in a Digital World / Cindy Halvorsen -- ch. 23 Customer Experience: The New Frontier of Branding / Sergio Pereira -- ch. 24 Brand New: Creating a Brand from Scratch / Paul Earle.
Subject(s)
ISBN
9781119533184 hardcover
111953318X hardcover
Note
Includes index.
View MARC record | catkey: 25798733