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The co-op bookstore for avid readers
Brand Thinking: Building Brands You Can Believe in
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.
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.
Book Details
- Publisher: Bloomsbury Academic
- Publish Date: Dec 11st, 2025
- Pages: 288
- Language: English
- Edition: undefined - undefined
- Dimensions: 9.00in - 6.00in - 1.00in - 1.00lb
- EAN: 9781538195192
- Categories: • Marketing - Research• Communication Studies• Advertising & Promotion
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.
Praise for this book
"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!" --David Aaker, Vice Chairman at Prophet and E.T. Grether Professor Emeritus of Marketing and Public Policy at the Haas School of Business, University of California Berkeley, USA
"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." --Andrew Farrant, Chief Marketing Officer (CMO), Global Jet Capital "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." --Scott Meyer, Outreach Director and Teaching Professor, Hubbard School of Journalism and Mass Communication at the University of Minnesota