Brand Thinking

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.

Author Biography

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.