9781119533184-111953318X-Kellogg on Branding in a Hyper-Connected World

Kellogg on Branding in a Hyper-Connected World

ISBN-13: 9781119533184
ISBN-10: 111953318X
Edition: 1
Author: Tybout, Alice M
Publication date: 2019
Publisher: Wiley
Format: Hardcover 368 pages
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Book details

ISBN-13: 9781119533184
ISBN-10: 111953318X
Edition: 1
Author: Tybout, Alice M
Publication date: 2019
Publisher: Wiley
Format: Hardcover 368 pages

Summary

Acknowledged authors Tybout, Alice M wrote Kellogg on Branding in a Hyper-Connected World comprising 368 pages back in 2019. Textbook and eTextbook are published under ISBN 111953318X and 9781119533184. Since then Kellogg on Branding in a Hyper-Connected World textbook was available to sell back to BooksRun online for the top buyback price of $ 9.01 or rent at the marketplace.

Description

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.

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