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 ofBrand Thinkingputs theory into practice by presenting problems and solutions, and enables learning through engaging discussion questions and activities.Brand Thinkingequips 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.