Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment.
Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities. From the Inside Flap Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University.
Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include: Developing a compelling brand positioning Extending an established brand Strategically managing a brand portfolio Building a brand-focused organization Measuring brand value The book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss.
Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students. From the Back Cover The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Do yourself a favor By Amber Roberts This book is a must have.
Covers just about, if not, everything you need to know about Branding. Not a big fan of how Chapter 3 was written. Chapter 4 is the best chapter - Competitive Brand Strategies.
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