Kellogg on Branding in a HyperConnected World

Worldclass branding for the interconnected modern marketplaceKellogg on Branding in a HyperConnected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidlyevolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to todays consumer, todays competition, and the wealth of media at your disposal. Indepth discussion highlights the fields everincreasing 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 worlds 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 realworld branding and marketing scenarios.Creating a brandand steering it in the right directionis a multilayered process involving extensive research and interdepartmental 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 HyperConnected World arms you with the knowledge and skills to: Apply cuttingedge techniques for brand design, brand positioning, marketspecific branding, and more Adopt successful strategies from development to launch to leveraging Build branddriven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a megabrandIn todays challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a HyperConnected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.