Kellogg on Branding in a Hyper-Connected World

ISBN-13: 9781119533184 / Angielski / Twarda / 2019 / 368 str.

Alice M. Tybout; Tim Calkins

Spis treści

Foreword ixJim StengelPreface xiAlice M. Tybout and Tim CalkinsAcknowledgments xviiIntroduction: The Power and Challenge of Branding xixTim CalkinsSection One Thinking Strategically about Your BrandChapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3Alice M. TyboutChapter 2 Leveraging the Power of Brand Purpose 20Jim Stengel, Matt Carcieri, and Renée DunnChapter 3 Creating a Powerful Brand Portfolio 37Tim CalkinsChapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53Gregory S. Carpenter and Kent NakamotoChapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67Eric LeiningerChapter 6 The Three Keys to Building Global Brands with Soul 78Sanjay KhoslaSection Two Bringing Your Brand to LifeChapter 7 Brand Design and Design Thinking 93Bobby J. CalderChapter 8 Leveraging Touchpoints in Today's Branding Environment 110Kevin McTigueChapter 9 Building Strong Connections between Brands and the Self 129Neal J. Roese and Wendi L. GardnerChapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143Brian SternthalChapter 11 Digital Brand Storytelling 161Mohanbir SawhneyChapter 12 Branding Services in the Digital Era 177Tom O'TooleSection Three Gaining Insight about Your Brand and Quantifying Its StatureChapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193Bridgette BraigChapter 14 Using Neuroscience to Assess Brands 207Moran CerfChapter 15 Measuring Brand Relevance and Health 218Julie HennessyChapter 16 Connecting Marketing and Finance via Brand Value 234Bobby J. CalderSection Four Lessons from Brand LeadersChapter 17 Has Purpose Lost Its Purpose? McDonald's Defines Its Style of Marketing 249Silvia Lagnado and Colin MitchellChapter 18 Ulta Beauty Gets a Branding Makeover 256Mary Dillon and Dave KimbellChapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263Denny Docherty and Mike PorterChapter 20 Rebranding an Organization: The Novant Health Story 271Scott Davis and David DuvallChapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279Gloria GuevaraChapter 22 Managing Brand Communications in a Digital World 287Cindy HalvorsenChapter 23 Customer Experience: The New Frontier of Branding 294Sergio PereiraChapter 24 Brand New: Creating a Brand from Scratch 301Paul EarleIndex 311

O autorze

Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwestern's Allen Center. In addition to this work, she has edited two other Wiley-published "Kellogg on..." volumes and has published more than forty articles in scholarly journals.She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University.Tim Calkins is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno.He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans.