Kellogg On Branding In A Hyper Connected World
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Kellogg On Branding In A Hyper Connected World
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Author :
language : en
Publisher: John Wiley & Sons
Release Date : 2019-03-19
Kellogg On Branding In A Hyper Connected World written by and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-19 with Business & Economics categories.
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.
Kellogg On Branding
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Author : Alice M. Tybout
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-07
Kellogg On Branding written by Alice M. Tybout and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-07 with Business & Economics categories.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
The New Marketing
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Author : Cheryl Burgess
language : en
Publisher: SAGE
Release Date : 2020-07-27
The New Marketing written by Cheryl Burgess and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-27 with Business & Economics categories.
In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.
Kellogg On Strategy
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Author : David Dranove
language : en
Publisher: John Wiley & Sons
Release Date : 2005-08-05
Kellogg On Strategy written by David Dranove and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-08-05 with Business & Economics categories.
"The book presents a four-step process for strategic analysis that helps you decide whether you should grow, downsize, enter new markets, dominate a niche, become an industry leader, drive rivals from the market, innovate rapidly, or imitate the competition. With examples from many of the world's top corporations, you'll learn what has worked for them and what will have the best chance of working for you."--Jacket.
Breakthrough Marketing Plans
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Author : Tim Calkins
language : en
Publisher: Springer
Release Date : 2016-04-30
Breakthrough Marketing Plans written by Tim Calkins and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-30 with Business & Economics categories.
Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and too dense. They end up sitting on a shelf, unread and unrealized. Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them. The book provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.
Brand Relevance
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Author : David A. Aaker
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-25
Brand Relevance written by David A. Aaker and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-25 with Business & Economics categories.
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
The Routledge Companion To Corporate Branding
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Author : Oriol Iglesias
language : en
Publisher: Routledge
Release Date : 2022-04-28
The Routledge Companion To Corporate Branding written by Oriol Iglesias and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-28 with Business & Economics categories.
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
Handbook Of Research On Customer Engagement
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Author : Linda D. Hollebeek
language : en
Publisher: Edward Elgar Publishing
Release Date : 2019
Handbook Of Research On Customer Engagement written by Linda D. Hollebeek and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Business & Economics categories.
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
Strategic Brand Management 3rd Edition
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date : 2020-01-31
Strategic Brand Management 3rd Edition written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-31 with Business & Economics categories.
In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
Luxury Brand Management In Digital And Sustainable Times
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2021-02-08
Luxury Brand Management In Digital And Sustainable Times written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-08 with Business & Economics categories.
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.