Allison J. Steinke, Haseon Park

Brand Thinking (eBook, PDF)

Building Brands You Can Believe In

• Format: PDF

Produktbeschreibung

What does it mean to make a brand "believable," and why should we care? In a world flooded with brand noise, authors Allison J. Steinke and Haseon Park show how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!

This book introduces core brand concepts of belief systems, growth, strategy, and social influence to provide a roadmap for creating, refining, and sustaining responsible and believable brands. This thorough and immediately actionable theory of brand believability is based on rigorous research and case studies from across industry sectors.

Each chapter of Brand Thinking puts theory into practice by presenting problems and solutions, and enables learning through engaging discussion questions and activities. Brand Thinking equips and empowers students, educators, and brand leaders to cultivate purpose and create unique designs and experiences to help brands achieve competitive advantage across the globe.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 352
• Erscheinungstermin: 11. Dezember 2025
• Englisch
• ISBN-13: 9798765160831
• Artikelnr.: 75682979

Autorenporträt

Allison J. Steinke is an award-winning researcher and communications professional on faculty at the University of Minnesota Hubbard School of Journalism and Mass Communication, USA. She teaches undergraduate and graduate courses in branding, digital and social media, marketing, and management, and has presented her research on branding, innovation, solutions, and institutions at conferences around the world.
Haseon Park is a leading scholar in digital consumer and brand relationships on faculty at the University of Minnesota Hubbard School of Journalism and Mass Communication, USA. She teaches courses in branding and media planning. Her research focuses on branding, influencers, social networks, and advertising.

Inhaltsangabe

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