Kellogg On Branding In A Hyper Connected World

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Kellogg on Branding in a Hyper-Connected World

Author :
Publisher : John Wiley & Sons
ISBN 13 : 111953318X
Total Pages : 368 pages
Book Rating : 4.1/5 (195 download)

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Book Synopsis Kellogg on Branding in a Hyper-Connected World by :

Download or read book Kellogg on Branding in a Hyper-Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Alice M. Tybout
Publisher : John Wiley & Sons
ISBN 13 : 111804603X
Total Pages : 413 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Kellogg on Branding by : Alice M. Tybout

Download or read book Kellogg on Branding written by Alice M. Tybout and published by John Wiley & Sons. This book was released on 2011-01-07 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Kellogg on Advertising and Media

Author : Bobby J. Calder
Publisher : John Wiley & Sons
ISBN 13 : 1118429117
Total Pages : 324 pages
Book Rating : 4.1/5 (184 download)

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Book Synopsis Kellogg on Advertising and Media by : Bobby J. Calder

Download or read book Kellogg on Advertising and Media written by Bobby J. Calder and published by John Wiley & Sons. This book was released on 2012-06-29 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.

Kellogg on Technology & Innovation

Author : Ranjay Gulati
Publisher : John Wiley & Sons
ISBN 13 : 0471273082
Total Pages : 370 pages
Book Rating : 4.4/5 (712 download)

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Book Synopsis Kellogg on Technology & Innovation by : Ranjay Gulati

Download or read book Kellogg on Technology & Innovation written by Ranjay Gulati and published by John Wiley & Sons. This book was released on 2003-06-16 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ein Buch der Kellogg School of Management. Geschrieben von renommierten Professoren. "Kellog on Technology and Innovation" ist eine umfassende Betrachtung über innovative Technologien und ihre Konsequenzen für Unternehmens- und Finanzwelt. Bei der Untersuchung der neuen Technologien gehen die Autoren ausschließlich von einer unternehmensbezogenen Perspektive aus. Sie vermitteln dabei aber nicht nur einen Überblick über die vielversprechenden Verlockungen dieser Technologiebereiche, sondern geben auch eine fundierte Darstellung über gewinnbringende Geschäftschancen und potentielle Gewinne für Investoren, die sich aus der Kommerzialisierung dieser Technologien ergeben können.

Kellogg on Branding in a Hyper-Connected World

Author :
Publisher : John Wiley & Sons
ISBN 13 : 1119533295
Total Pages : 348 pages
Book Rating : 4.1/5 (195 download)

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Book Synopsis Kellogg on Branding in a Hyper-Connected World by :

Download or read book Kellogg on Branding in a Hyper-Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Strategy

Author : Dranove
Publisher : John Wiley & Sons
ISBN 13 : 9788126510269
Total Pages : 248 pages
Book Rating : 4.5/5 (12 download)

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Book Synopsis Kellogg On Strategy by : Dranove

Download or read book Kellogg On Strategy written by Dranove and published by John Wiley & Sons. This book was released on 2006-12-28 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for business executives and MBA students, Kellogg on Strategy is a practical guide to choosing the right strategy for your business and applying it correctly. Rather than covering the basics of strategy, this expert guide shows you how to use strategy effectively so your business can succeed. You'll learn to analyze your current competitive position, develop the perfect strategy to match your goals, and apply that strategy thoughtfully and effectively.· Getting Ready to Do Strategy· B Minus C: Positioning Your Firm against the Competition· Affirming Your Competitive Advantage: The Resources and Capabilities Audit· Measuring Your Competitive Advantage: A Toolkit· The Cancer of Competition: How to Diagnose It· The Cancer of Competition: How to Cure It· The Threat of Entry and How to Combat It· How to Sustain Your Competitive Advantage· Two Examples of Strategy in Action: Southwest Airlines and the Chicago Hospital Market

Brand Relevance

Author : David A. Aaker
Publisher : John Wiley & Sons
ISBN 13 : 0470613580
Total Pages : 400 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis Brand Relevance by : David A. Aaker

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 New Marketing

Author : Cheryl Burgess
Publisher : SAGE
ISBN 13 : 152973830X
Total Pages : 333 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis The New Marketing by : Cheryl Burgess

Download or read book The New Marketing written by Cheryl Burgess and published by SAGE. This book was released on 2020-07-27 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Brand Atlas

Author : Alina Wheeler
Publisher : John Wiley & Sons
ISBN 13 : 0470433426
Total Pages : 149 pages
Book Rating : 4.4/5 (74 download)

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Book Synopsis Brand Atlas by : Alina Wheeler

Download or read book Brand Atlas written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2011-03-29 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning." —The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals. Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference: Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managers Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.

What Great Brands Do

Author : Denise Lee Yohn
Publisher : John Wiley & Sons
ISBN 13 : 111861125X
Total Pages : 278 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis What Great Brands Do by : Denise Lee Yohn

Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

No Logo

Author : Naomi Klein
Publisher : Macmillan
ISBN 13 : 9780312203436
Total Pages : 520 pages
Book Rating : 4.2/5 (34 download)

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Book Synopsis No Logo by : Naomi Klein

Download or read book No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.

Defending Your Brand

Author : T. Calkins
Publisher : Springer
ISBN 13 : 1137511869
Total Pages : 294 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Defending Your Brand by : T. Calkins

Download or read book Defending Your Brand written by T. Calkins and published by Springer. This book was released on 2017-06-30 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

YouthNation

Author : Matt Britton
Publisher : John Wiley & Sons
ISBN 13 : 1118981146
Total Pages : 320 pages
Book Rating : 4.1/5 (189 download)

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Book Synopsis YouthNation by : Matt Britton

Download or read book YouthNation written by Matt Britton and published by John Wiley & Sons. This book was released on 2015-04-20 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Youth is no longer an age—it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age—it's a commodity that's available to everyone—this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth. The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action. Use New-Gen psychographics to target markets Build stronger evangelism with a compelling brand narrative Create loyal communities with immersive and engaging experiences Navigate the radically-changed landscape of the future marketplace In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.

Game On

Author : Jon Radoff
Publisher : John Wiley & Sons
ISBN 13 : 1118089308
Total Pages : 311 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Game On by : Jon Radoff

Download or read book Game On written by Jon Radoff and published by John Wiley & Sons. This book was released on 2011-03-16 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: A never-before published look at the many possibilities of social game development As one of the few entrepreneurs in the world with expertise building both social media and games, author Jon Radoff brings a one-of-a-kind perspective to this unique book. He shows that games are more than a profitable form of entertainment?the techniques of social games can be used to enhance the quality of online applications, social media and a wide range of other consumer and business experiences. With this book, you?ll explore how social games can be put to work for any business and examine why they work at all. The first part of explains what makes games fun, while the second part reviews the process and details of game design. Looks at how games are the basis for many everyday functions and explains how techniques of social games can be used by businesses as money-making tools Drills down the process of game design while focusing on the design, analysis, and creation of games Features screen shots, diagrams and explanations to illuminate key concepts, accessible to anyone regardless of game playing or design experience Reviews what works and what doesn?t using a range of real-world scenarios as examples Author Jon Radoff has a unique blend of experiences creating games, Internet-based social media, and Web technology. Game On is not playing around. Discover how social media games make money?and how you can enhance your business using games.

Brands

Author : Adam Arvidsson
Publisher : Routledge
ISBN 13 : 1134277873
Total Pages : 177 pages
Book Rating : 4.1/5 (342 download)

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Book Synopsis Brands by : Adam Arvidsson

Download or read book Brands written by Adam Arvidsson and published by Routledge. This book was released on 2006-04-19 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.

H2H Marketing

Author : Philip Kotler
Publisher : Springer Nature
ISBN 13 : 3031223934
Total Pages : 222 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis H2H Marketing by : Philip Kotler

Download or read book H2H Marketing written by Philip Kotler and published by Springer Nature. This book was released on 2023-07-18 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.

Hello, My Name Is Awesome

Author : Alexandra Watkins
Publisher : Berrett-Koehler Publishers
ISBN 13 : 1626561885
Total Pages : 87 pages
Book Rating : 4.6/5 (265 download)

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Book Synopsis Hello, My Name Is Awesome by : Alexandra Watkins

Download or read book Hello, My Name Is Awesome written by Alexandra Watkins and published by Berrett-Koehler Publishers. This book was released on 2014-09-15 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you'll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.