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Kellogg on Branding in a Hyper-Connected World

By Tybout, Alice M.

Kellogg on Branding in a Hyper-Connected World

By Tybout, Alice M.

0 - Default Title
Description
The most valuable asset at many organizations is the brand. By creating trust, differentiating the product offering and building loyalty, brands are the foundation for long-term businesses. This latest book from Northwestern University's Kellogg School of Management is a guide to creating and building powerful brands. The book combines insights from academic thought-leaders and learnings from successful global brand-builders. The book includes: - The latest thinking on how to define a brand and the role of positioning and purpose - Insights on how to bring a brand to life in our hyper-connected world, from using customer journey analysis as a framework for touchpoint design to digital story-telling - A review of cutting-edge brand building techniques, from identifying insight to using neuro-marketing to calculating brand value - Learnings from brand leaders at organizations including McDonalds, John Deere, Google, and Ulta Beauty Northwestern University's Kellogg School of Management is widely regarded as one of the world's top business schools, and without question the thought-leader in marketing theory and practice. This latest collection of insights will help managers build the strong brands of tomorrow.
Product details
Edition:
1
Number of Pages:
368
Release Date:
2019-04-30
Publication Date:
2019-03-19
Publisher:
Wiley
Languages:
Original: English
ISBN10:
111953318X
ISBN13:
9781119533184
GPSR Manufacturer Reference:
[email protected]
Weight:
566 g
Height:
156 cm
Width:
236 cm
Thickness:
35 cm
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