TY  - BOOK
AU  - Tybout, Alice M.
AU  - Calkins, Tim
TI  - Kellogg on Branding in a Hyper-Connected World
SN  - 9781119533184
U1  - 658.827 
PY  - 2019///
CY  - New Jersey
PB  - John Wiley & Sons (Asia) Pte. Ltd.
KW  -  Brand name products - Branding (Marketing) 
N1  - Part I: Thinking Strategically about Your Brand
1.	Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand 
2.	Chapter 2 Leveraging the Power of Brand Purpose 
3.	Chapter 3 Creating a Powerful Brand Portfolio
4.	Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage
5.	Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation
6.	The Three Keys to Building Global Brands with Soul
Part II: Bringing your brand to life   
7.	Brand Design and Design Thinking 
8.	Leveraging Touch points in Today’s Branding Environment 
9.	Building Strong Connections between Brands and the Self 
10.	Building Strong Brands through Advertising Strategy in the Online Age 
11.	Digital Brand Storytelling 
12.	Branding Services in the Digital Era 
Part III: Gaining Insight about Your Brand and Quantifying Its Stature
13.	Digital Transformation and the Evolution of Customer Insights in Brand Building 
14.	 Using Neuroscience to Assess Brands 
15.	Measuring Brand Relevance and Health 
16.	Connecting Marketing and Finance via Brand Value 
Part IV:  Lessons from Brand Leaders
17.	Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing 
18.	Ulta Beauty Gets a Branding Makeover 
19.	Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 
20.	Rebranding an Organization: The Novant Health Story 
21.	Repositioning a Country Brand: Changing the Conversation about Mexico 
22.	Managing Brand Communications in a Digital World 
23.	Customer Experience: The New Frontier of Branding 
24.	Brand New: Creating a Brand from Scratch
ER  -