Kellogg on Branding in a Hyper-connected World

, by ;
Kellogg on Branding in a Hyper-connected World by Tybout, Alice M.; Calkins, Tim, 9781119533184
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9781119533184 | 111953318X
  • Cover: Hardcover
  • Copyright: 3/19/2019

  • Rent

    (Recommended)

    $12.09
     
    Term
    Due
    Price
    *This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.
  • Buy Used

    In Stock Usually Ships in 24 Hours.

    $24.95
  • Buy New

    Currently Available, Usually Ships in 24-48 Hours

    $33.61
  • eBook

    eTextBook from VitalSource Icon

    Available Instantly

    Online: 1825 Days

    Downloadable: Lifetime Access

    $25.20

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.

You might also enjoy...

Loading Icon

Please wait while the item is added to your bag...
Continue Shopping Button
Checkout Button
Loading Icon
Continue Shopping Button