Kellogg on Branding in a Hyper-Connected World

by Alice M. Tybout (editor), Tim Calkins (Editor)

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

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.

Genres: Business

369 pages, Kindle Edition

Published March 19, 2019

About the author

Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006.

Professor Tybout conducts research related to how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has published numerous articles in scholarly journals, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Marketing, and the Journal of Personality and Social Psychology. In addition, she has published articles in Harvard Business Review, and is the co-editor of four books; Perspectives on the Affective and Cognitive Effects of Advertising, Kellogg on Branding, Kellogg on Marketing, Second Edition, Kellogg on Branding in a Hyper-connected World.

Reviews

[Richard Read · Rating 5 out of 5]

This is a worthy follow-up to 2007’s Kellogg on Branding, which has been largely unusable for years, since it contains little about online marketing and nothing about social media.

The editors have done a good job of soliciting chapters on a wide range of topics, including social campaigns. And more importantly, the writing here is largely approachable, even for a lay audience. (FWIW, I use this as a textbook for graduate students in a nonprofit management program who often have little experience in marketing, and they find it pretty easy to get through.)

However, the one thing I wish the editors had included was a bit more about brand assessment. Every time I’ve gone through assessments in my professional life, we’ve begun with a brand audit, but none of the authors here discuss that process in any meaningful, systematic way. Perhaps the agencies I’ve worked with are the only ones who do formal audits, but that seems unlikely.

[Amir Noferesti · Rating 5 out of 5]

Kellogg on Branding in a Hyper-Connected World is a book edited by Tim Calkins, a marketing and branding expert, and professor of marketing at the Kellogg School of Management. The book provides a comprehensive understanding of branding in today's hyper-connected world, where technology and digital platforms have revolutionized the way brands interact with their customers.

The book is divided into several chapters, each written by different experts in the field of branding and marketing. The authors cover a wide range of topics, including the impact of digital technologies on branding, the importance of data and analytics in branding, and the role of storytelling and content marketing in creating a strong brand image.

One of the strengths of the book is the diversity of perspectives and expertise of the authors, providing a well-rounded understanding of branding in the digital age. The book also provides a variety of tools and templates that can be used to develop and implement branding strategies in the hyper-connected world.

Overall, Kellogg on Branding in a Hyper-Connected World is an excellent resource for anyone working in branding, marketing, or advertising. It provides a thorough understanding of the key concepts and strategies necessary for creating and managing effective branding in today's digital age, and is an excellent resource for both experienced professionals and students of marketing. The book is well-written and easy to follow, making it a great reference guide for anyone looking to understand the impact of technology on branding and how to create a strong brand image in today's hyper-connected world.