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 resource includes 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.
What is the purpose of a brand? Profs. @JimStengel and Alice Tybout take an in-depth look in "Kellogg on Branding in a Hyper-Connected World", a new book coming later this month.
— Kellogg School (@KelloggSchool) March 21, 2019
Kellogg on Branding in a Hyper-Connected World is now available! It is a remarkable collection of insights from branding experts including @JimStengel @silvialagnado @spereira007 @Paul_Earle @scottdavisshift and many more. @kelloggschool #kelloggbranding pic.twitter.com/KaOEPNOI6B
— Tim Calkins (@TimothyCalkins) March 27, 2019