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Brand Thinking
Building Brands You Can Believe In
Brief Description
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 build believability. An essential concept for every marketing...
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See moreIn a world flooded with brand noise, this book shows how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!
In a world flooded with brand noise, this book shows how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!
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Description
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 build 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.
Book Details
INFORMATION
ISBN: 9781538195208
Publisher: Bloomsbury Publishing Plc
Format: Paperback / softback
Date Published: 11 December 2025
Country: United States
Imprint: Rowman & Littlefield
Illustration: 31 b/w illustrations; 2 tables
Contributors:
- Foreword by Marty Brandt
Audience: Tertiary education
DIMENSIONS
Width: 152.0mm
Height: 229.0mm
Weight: 250g
Pages: 352
About the Author
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.
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