Kellogg on Branding in a Hyper-Connected World

Kellogg on Branding in a Hyper-Connected World provides authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. It covers fundamental branding concepts, strategies, and effective implementation techniques, with expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics.

Format: Hardback
Length: 368 pages
Publication date: 30 April 2019
Publisher: John Wiley & Sons Inc

In the ever-evolving landscape of the modern marketplace, where connectivity reigns supreme, Kellogg on Branding in a Hyper-Connected World emerges as a vital guide for businesses seeking to establish or revitalize their brands. Authored by esteemed faculty from the world's most prestigious school of management and marketing, this comprehensive resource delves into the intricate world of branding, offering authoritative insights and practical strategies for success.

The book begins by exploring the fundamental concepts of branding, encompassing brand identity, values, and purpose. It then delves into the art of brand strategy, covering topics such as market analysis, competitive positioning, and brand positioning. With a focus on the interconnectedness of today's world, the book emphasizes the importance of brand design and storytelling, leveraging social media marketing and other digital channels to reach and engage with consumers.

In-depth discussions highlight the ever-increasing connectivity of the marketplace, providing practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Expert contributions from faculty members shed light 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 world-class brand is a multi-layered process that requires extensive research, inter-departmental cooperation, and a deep understanding of consumer behavior. Kellogg on Branding in a Hyper-Connected World equips businesses with the knowledge and skills to navigate this complex landscape. It provides cutting-edge techniques for brand design, brand positioning, market-specific branding, and more, enabling organizations to apply innovative strategies from development to launch and leverage brand positioning to build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace.

By embracing the principles outlined in this invaluable resource, businesses can increase brand value, differentiate themselves from competitors, and establish a strong presence in the ever-changing market. Kellogg on Branding in a Hyper-Connected World serves as a compass for those seeking to navigate the complexities of branding in the modern world, offering a roadmap for success in the interconnected era.

Weight: 568g
Dimension: 233 x 168 x 30 (mm)
ISBN-13: 9781119533184