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Full Description
Introducing students to core brand concepts of belief system, growth, strategy, and social influence, this book provides a strategic framework for creating, refining, and sustaining responsible, believable brands.
This book addresses the most important challenge for today's brands—authenticity. In addition to robust theoretical framing, this book provides concrete case studies of companies across industry sectors that exemplify the cornerstones of the brand thinking framework. With theory, applications, and case studies from industry, this book will walk you through the key components of brand thinking and how to build a brand to believe in: from cultivating purpose to creating a unique design and experience.
Contents
Introduction
Part I: Brand Believability
Chapter 1: Brand Purpose
Chapter 2: Brand Culture
Chapter 3: Brand Design and Experience
Part II: Brand Growth
Chapter 4: Market Segmentation
Chapter 5: Brand Channels & Outreach
Chapter 6: Brand Communication
Part III: Brand Strategy
Chapter 7: Brand Research and Assessment
Chapter 8: Brand Positioning
Chapter 9: Brand Architecture
Part IV: Social Influence
Chapter 10: Sustainability
Chapter 11: Social Responsibility
Chapter 12: Brand Resonance
Appendix A: Methods
Appendix B: Interviewees
Appendix C: Brand Believability Score Assessment Sample Survey
Index
About the Authors
