Description

By (author) Steinke, Allison J.; By (author) Park, Haseon; Foreword by Brandt, Marty

Short /annotation:

Introducing students to core brand concepts of belief system, growth, strategy, and social impact, this book provides a strategic framework for creating, refining, and sustaining responsible, believable brands.

:

Introducing students to core brand concepts of belief system, growth,strategy, and social influence, this book provides a strategic frameworkfor 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.

Table of 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

Review quote:
Believability is an intriguing new branding umbrella concept that builds on the core of gaining credibility and trust to add confidence and an emotional attachment as a path to loyalty. Believability helps elevate branding and brand building, and this book shows us how!

Review quote:
Steinke and Park have successfully identified and articulated the most powerful concepts consistently present in the DNA of all well-branded companies. By introducing the concept of Brand Thinking as the amalgamation of these concepts, they have elevated the idea of brand to the pinnacle of all corporate strategy. A must read for every CEO.

Review quote:
Brand Thinking: Building Brands You Can Believe In is an essential guide for anyone seeking to understand and master contemporary branding. Steinke and Park present a research-driven framework focused on believability, authenticity and emotional connection, offering actionable strategies and real-world case studies. Their approach empowers students, professionals and leaders to build brands that foster trust and genuine advocacy. This book stands out for its clarity, depth and practical tools for creating brands that make a meaningful impact in today’s marketplace.

Review quote:
Marty Brandt has been a lifelong mentor to me, and everything we do at Silver traces back to the foundational learning about brand I discovered under his guidance. Brand Thinking is an informative, dynamic and essential read for anyone seeking to build brands with conviction. A masterclass in creating not just recognition, but real impact.

Review quote:
An exceptional book highlighting the most important element of brand building
—credibility. Rich examples and sage advice illustrate that every word, action, and product create the substance, not the illusion, of a brand. From knowing your purpose to communicating your brand values consistently, 16 core principles guide you to building a brand people can believe