Kellogg on branding in a hyper-connected world
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 wi...
| Autor Corporativo: | |
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
[2019]
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630163706719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright
- Contents
- Foreword
- Preface
- Overview of the Book
- How to use the Book
- Acknowledgments
- Introduction: The Power and Challenge of Branding
- Branding Defined
- Does Digital Mean the End of Brands?
- How Brands Add Value
- Brands Shape Perceptions
- Brands Differentiate Products and Services
- Brands Attract and Retain Employees
- The Modern Challenge for Branding
- Challenge 1: Cash
- Challenge 2: Consistency
- Challenge 3: Clutter
- Summary
- Notes
- SECTION ONE Thinking Strategically about Your Brand
- Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand
- The Brand Positioning Statement
- Target
- Frame of Reference
- Points of Difference and Reasons to Believe
- Representing a Point of Difference in Terms of Value
- Orchestrating the Frame of Reference and Point of Difference
- Testing Your Brand Positioning Statement
- Sustaining a Brand Position
- Modern Instantiation
- Switching from Attribute to Image Reasons to Believe
- Laddering
- Brand Purpose
- Repositioning a Brand
- Summary
- Notes
- Chapter 2 Leveraging the Power of Brand Purpose
- The Case for Purpose
- The Business Case for Purpose
- The Purpose Perfect Storm
- The Purpose Path to Growth Model
- Keys to Making the Model Work
- Common Understanding of the Case for Purpose
- Shared Leadership and Advocacy
- Top-Down and Bottom-Up Engagement
- Integrate. Integrate. Integrate.
- It's Emotional, and That's Okay
- The Purpose Path to Growth Model in Action
- Pharmavite: Bringing the Gift of Health to Life
- Airbnb: Creating a World Where Everyone Can "Belong Anywhere"
- Purpose 2.0: What Needs to Be Done
- Summary
- Notes
- Chapter 3 Creating a Powerful Brand Portfolio
- Brand Portfolio Strategy Definitions
- Primary Brand
- Sub-Brand
- Endorser Brand.
- Ingredient and Service Brands
- The Power of Brand Portfolios
- Stretching the Brand
- Expanding the Brand Portfolio
- The Characteristics of Strong Brand Portfolios
- Portfolio Problems
- Making Portfolio Decisions
- Brand Portfolio Models
- House of Brands
- Branded House
- Keys to Success
- Key to Success #1: Build and Extend Core Brands
- Key to Success #2: Add Brands to the Portfolio to Address Major Opportunities
- Key to Success #3: Proactively Prune Weak and Redundant Brands
- Key to Success #4: Keep Things Simple
- Key to Success #5: Involve Senior Management
- Summary
- Notes
- Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage
- Pioneering Advantage
- A Pioneer Is a Low-Risk Choice
- Consumers Remember Pioneers
- A Pioneer Sets Category Standards
- Fast Following: A Different Path to Success
- The Fast-Follower Advantage
- Catching the Wave: Growth-Stage Entrants
- Late Movers: Different but Not Disruptive
- Overlooked Value
- Just Different Enough
- Late Movers: The Power of Innovation
- The Innovation Challenge
- Strategic Innovation
- Summary
- Notes
- Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation
- Leadership, Implementation, and Branding
- Pitfalls in Brand Strategy Implementation
- A Framework for Brand Strategy Orchestration and Implementation
- Company Strategy
- Brand Platform
- Culture
- Brand Governance System
- Tools
- Momentum
- Two Critical Roles
- Summary
- Notes
- Chapter 6 The Three Keys to Building Global Brands with Soul
- Finding the Common Threads: Winning with Global Insights
- Find the Common Thread
- Segment across Habits and Needs
- Enlist Local Managers
- Test and Adjust
- Going Glocal: Getting the Right Balance of Global and Local
- Decentralize to Find the Right Balance.
- Draw Clear Lines of Global/Local Responsibility among Collaborative Networks
- Understand the Core Essence of the Brand
- Orchestrating a Global Rollout
- Stay Nimble and Create Agility
- Educate New Markets
- Start Small and Scale Thoughtfully
- Success Stories and Challenges
- Axe
- Gillette and Chesebrough-Pond's
- McDonald's
- Summary
- SECTION TWO Bringing Your Brand to Life
- Chapter 7 Brand Design and Design Thinking
- A Design-Thinking Process for Developing a Brand Design
- System 1 and System 2 Thinking
- Coca-Cola: An Example of System 1 and Brand Design
- The Components of Brand Design
- Brand Naming
- Corporate Identity
- Signature Lines
- Category Naming
- Brand Lexicon
- Sound
- Illustration
- Brand Symbols
- Corporate Symbols
- Color Palette
- Shape
- Scent
- Holistic Design
- Summary
- Notes
- Chapter 8 Leveraging Touchpoints in Today's Branding Environment
- What Is a Brand Touchpoint?
- The Challenge: Exponential Growth of Touchpoints
- The Customer Journey
- The Customer Journey Model
- From Company-centric to Consumer-centric: A New Take on an Old Framework
- A Touchpoint-Specific Approach
- Pre-need
- Trigger
- Consideration and Evaluation
- Buying
- Usage
- Post-usage Evaluation
- Creating a Customer Journey
- Who Are Our Most Important Targets?
- What Is the Primary Path for This Segment?
- What Business Goals Do We Need to Achieve?
- Finding the Data to Craft the Journey
- How to Best Leverage Journeys
- Summary
- Notes
- Chapter 9 Building Strong Connections between Brands and the Self
- Introduction
- The Self
- The Self-Concept
- Self-Concept Clarity
- Linking the Brand to the Self
- Motive 1: Coherence
- Motive 2: Agency
- Motive 3: Communion
- The Inward versus Outward Focus
- Pulling it Together: the Motive Matrix.
- Seven Principles for Building Strong Self-Brand Connections
- Principle 1: Target One Motive
- Principle 2: Target Life Transitions for Powerful Self-Brand Connections
- Principle 3: Use the Brand to Bridge Self-Concept Conflicts
- Principle 4. Use the Brand to Compensate for Threats to the Self-Concept
- Principle 5: Design Distinct and Exclusive Brand Communities
- Principle 6: Use Multifaceted Brand Storytelling
- Principle 7: Incentivize Brand Usage
- Summary
- Notes
- Chapter 10 Building Strong Brands through Advertising Strategy in the Online Age
- Consumer Insight
- Understanding Fundamental Motivations
- Processing Advertising Messages and Brand Judgments
- Diffusion, Community, and Sharing of Information
- Creative Strategy: Using Insight to Design Persuasive Messaging
- Gaining Attention
- Amplification
- Brand Linkage
- The 4Ms of Media Strategy: Transmitting Message Content
- Matching
- Monopolizing, Moment, and Mindset
- Summary
- Notes
- Chapter 11 Digital Brand Storytelling
- The Power of Stories
- Stories Are Universal
- Stories Inspire
- Stories Are Sticky
- Stories Are Simple
- Brand Storytelling
- Connecting with Customer Passions
- Addressing Customer Pain Points
- Brand as Oxygen: Everywhere yet Invisible
- Becoming a Brand Storyteller
- How to Find Brand Stories in Your Own Organization
- Managing the Story Process
- Powerful Ways to Tell a Great Brand Story
- Transmedia Storytelling
- Storytelling as Immersive Experience
- Creating Effective Transmedia Campaigns
- Summary
- Notes
- Chapter 12 Branding Services in the Digital Era
- The Unique Dynamics of Branding Services
- Services Brands Are Intangible
- The Service Brand and Employee Are Inseparable
- The Experience Is Variable and Perishable
- Adjusting Supply to Changes in Demand Is Difficult in the Short Term.
- The Customer Doesn't Own the Service Asset
- The Digital Transformation of Services Branding and Marketing
- The Rise of Self-Service
- New Opportunities through Informed Contact
- From Product Manufacturing to Service Providers
- Building a Powerful Services Brand
- Be Clear on the Value Proposition and How to Execute It
- Create Standards
- Engage Employees and Communicate, Communicate, Communicate
- Use Metrics to Track Progress
- Consider Loyalty Programs
- Summary
- Notes
- SECTION THREE Gaining Insight about Your Brand and Quantifying Its Statur
- Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building
- The Value of the Customer Journey Mindset
- Exploratory Empathy-Driven Insights and Innovation
- Persona Development
- Measurement and Data Collection Opportunities
- Elevating Research Methods to Leverage Customer Journey Insights
- Qualitative Methods: Relentless Pursuit of the "Why"
- Quantitative Methods: Harnessing the Power of Big Tech/Big Data
- In Practice: How to Ensure that Modern Insights Can Deliver for the Brand
- Summary
- Notes
- Chapter 14 Using Neuroscience to Assess Brands
- The Neuroscience Tool Kit
- EEG
- fMRI
- Eye-Tracking
- Emerging Tools
- Neuroscience and Brand Insight
- fMRI Imaging and Brand Associations
- EEG, Brand Emotions, and Engagement
- fMRI, EEG, and Brand Design
- Summary
- Notes
- Chapter 15 Measuring Brand Relevance and Health
- Brand Measurement Techniques
- Awareness Tracking
- Attitudinal Brand Tracking
- Asking Open-Ended Questions: A Less-Biased Way To Measure Brand Associations
- Assessing Brand Health and Defining Brand-Building Strategies
- Lego (High-High-High): The Case for Brand Extension
- Samsung (High-Low-Low): The Case for Rebranding
- Barilla: (Low-High-Low): The Case for Awareness Building.
- Old Spice (Low-Low-Low): The Case for Repositioning.
